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    Choice-Based Conjoint (CBC) Analysis

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    Marc Castillo
    Conjoint analysis is a statistical technique used in market research to understand how people value different product features. It involves surveys where respondents are asked to choose between or rate various product configurations. There are different types of conjoint analysis including choice-based, adaptive, full-profile, and MaxDiff analysis. The type used depends on the research goals and product being evaluated. Results can provide insight into how features drive preferences and willingness to pay.

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    Choice-Based Conjoint (CBC) Analysis

    Uploaded by

    Marc Castillo
    19 views2 pages
    Conjoint analysis is a statistical technique used in market research to understand how people value different product features. It involves surveys where respondents are asked to choose between or rate various product configurations. There are different types of conjoint analysis including choice-based, adaptive, full-profile, and MaxDiff analysis. The type used depends on the research goals and product being evaluated. Results can provide insight into how features drive preferences and willingness to pay.

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    Conjoint and Delphi

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    Conjoint analysis is a statistical technique used in market research to understand how people value different product features. It involves surveys where respondents are asked to choose between or rate various product configurations. There are different types of conjoint analysis including choice-based, adaptive, full-profile, and MaxDiff analysis. The type used depends on the research goals and product being evaluated. Results can provide insight into how features drive preferences and willingness to pay.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    19 views2 pages

    Choice-Based Conjoint (CBC) Analysis

    Uploaded by

    Marc Castillo
    Conjoint analysis is a statistical technique used in market research to understand how people value different product features. It involves surveys where respondents are asked to choose between or rate various product configurations. There are different types of conjoint analysis including choice-based, adaptive, full-profile, and MaxDiff analysis. The type used depends on the research goals and product being evaluated. Results can provide insight into how features drive preferences and willingness to pay.

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    CONJOINT ANALYSIS

    A form of statistical analysis that firms use in market research to understand how customers value
    different components or features of their product or services

    Essentially, conjoint analysis is a way of measuring the value that customers place on a product’s
    features. It typically works via a survey

    TYPES OF CONJOINT ANALYSIS

    1. Choice-Based Conjoint (CBC) Analysis: This is one of the most common forms of conjoint
    analysis and is used to identify how a respondent values combinations of features.

    2. Adaptive Conjoint Analysis (ACA): This form of analysis customizes each respondent's
    survey experience based on their answers to early questions. It’s often leveraged in
    studies where several features or attributes are being evaluated to streamline the
    process and extract the most valuable insights from each respondent.
    3. Full-Profile Conjoint Analysis: This form of analysis presents the respondent with a series
    of full product descriptions and asks them to select the one they’d be most inclined to
    buy.
    4. MaxDiff Conjoint Analysis: This form of analysis presents multiple options to the
    respondent, which they’re asked to organize on a scale of “best” to “worst”

    (or “most likely to buy” to “least likely to buy”).


    The type of conjoint analysis a company uses is determined by the goals driving its analysis (i.e.,
    what does it hope to learn?) and, potentially, the type of product or service being evaluated.
    It’s possible to combine multiple conjoint analysis types into “hybrid models” to take advantage
    of the benefits of each.
    DELPHI METHOD

    Also known as the estimate-talk-estimate (ETE), is a systematic and qualitative method of forecasting by
    collecting opinions from a group pf experts through several rounds of questions.

    A qualitative method of forecasting where experts answer several rounds of questionnaires

    DELPHI METHOD PROCESS

    1. Identify the issue and objective


    It is important to define the issue you are trying to solve and what you want to achieve using the
    delphi method
    2. Choose a group of experts and a facilitator
    Experts can be individual who are internal or external to the organization. While the facilitator
    should take a neutral position
    3. Round 1 questionnaire
    Facilitator provodes 1st questionnaire for the experts which is usually open-ended as its allows
    experts to brainstorm their ideas. Facilitator collects all the answer and hands out a summary
    report. Experts identity remain anonymous
    4. Round 2 questionnaire
    Analyze the answer from the first round , identify similarities and irrelevant content. Pwede
    magbago yung sagot ng mga experts or hindi. After, facilitator hands out a 2 nd summary report
    5. Round 3 questionnaire
    Same process continue the rounds or may stop here kapag nakuha na nila yung consensus bet
    expert

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