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Technical Papers

Title: Using Choice-Based Conjoint To Assess Brand Strength and Price Sensitivity

Description:

In this article (originally published in Sawtooth News), Jon Pinnell and Pam Olsen of IntelliQuest present a case history of how Choice-Based Conjoint (CBC) was used successfully in pricing research conducted for a technology client. Derivation of demand curves and Price Elasticity of Demand is discussed. The Disk-By-Mail approach is also discussed as a viable way of collecting market research data.

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Applied methodologies
Technical papers
#03
Professor, University in Germany
#03 "I was quite amazed by the difference between the regular CBC output and the part-worths after I had run CBC/HB. Seems respondent heterogeneity is really captured now!"