Check out our new publication on (adaptive) choice-based conjoint analysis
23.01.2024 -
Should you opt for incentive alignment or adaptive designs in your choice-based conjoint market research study?
Verena Sablotny‐Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, and Bodo Vogt find in their recent JAMS publication that you should!
Results from 4 conjoint experiments (n=1,150) on diverse products (from pizza to fitness trackers) show
- Adaptive CBC designs compare well to incentive-aligned CBC regarding product choice predictions.
- Combining both principles delivers superior predictions.
The paper also presents a concise review of proposed adaptive designs in CBC, along with an analysis of their popularity in terms of impact factors.
- Furthermore, the relative merits of different mechanisms to incentive-align (A)CBC studies are discussed.
- All raw data and analysis scripts are freely provided via the open science framework.
- This article thus serves market researchers well in the analysis of data sets of (A)CBC studies conducted with Sawtooth Software and other solutions within R.
Happy reading with the open-access article published in the Journal of the Academy of Marketing Science.