Conjoint Value Analysis - CVA
CVA is a conjoint technique where respondents have to rate or state a preference for one or between two hypothetical product concepts. The product concept is a full profile (show all attributes) and a respondent either has to rate the concept with a number between e.g. 0 to 100 (card sorting) or a respondent has to state the preference between two shown concepts. CVA can contain up to 10 attributes with 15 levels per attribute. CVA is very suitable for pricing research and concept testing. CVA produces aggregate utilities through Logit regressions. |
Platforms  SSI WebSMRTSystems Adaptive Conjoint AnalysisChoice Based ConjointConjoint Value AnalysisComposite Product MappingGeneral InterviewingHierarchical BayesMarket SimulationsMaximum Difference ScalingAcademic LicenseContact T: +31 - 10 - 28 23 500 F: +31 - 10 - 28 23 515 E: software@skimgroup.com |
#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!"
|
CVA