Choice Based Conjoint - CBC

CBC is a conjoint technique in which respondents have to make a choice between several hypothetical product concepts. This process is repeated multiple times to learn the decision rules of respondents in their choice behaviour. CBC is often used in pricing research, product introduction, brand equity and more quantitative types of research.

Standard CBC has a full profile (show all attributes in a concept) and can contain up to 10 attributes and 15 levels per attribute. CBC produces aggregate utility values based on Logit regressions. These can be transformed into individual utilities through Hierarchical Bayes regression or Individual Choice Estimation.. With the CBC Advanced Design module you can go up to 30 attributes, create advanced designs like shelf spacing, alternative specific (fixed alternative concepts) and partial profiles.

CBC products:
CBC
CBC ADM
CBC/Web
CBC/Web ADM
CBC/HB
CBC Latent Class