Comparar métodos

	Brand-Price Trade-Off	Choice-Based Conjoint
Área	Marketing Research	Marketing Research
Família	Process / pipeline	Regression model
Ano de origem	1975	1983
Autor original	British market-research practitioners (1970s); formalized within conjoint pricing (Bryan Orme)	Jordan J. Louviere & George Woodworth; Sawtooth Software (Bryan Orme)
Tipo	Sequential brand-at-price choice task for price elasticity and switching	Discrete-choice experiment for product preference and part-worth utilities
Fonte seminal	Orme, B. K. (2020). Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research (4th ed.). Madison, WI: Research Publishers LLC. ISBN: 9780972729772	Louviere, J. J., & Woodworth, G. (1983). Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data. Journal of Marketing Research, 20(4), 350-367.
Outros nomes	BPTO, Brand/Price Trade-Off, Brand-Price Trade-Off Analysis, Sequential Brand-Price Choice	CBC, Discrete-Choice Conjoint, Choice Experiment Conjoint, Choice-Based Conjoint Analysis
Relacionados	4	4
Resumo	Brand-Price Trade-Off (BPTO) is a pricing-research technique that measures how consumers trade off brand preference against price by presenting competing brands at varying prices and asking, repeatedly, which one they would buy. In the classic procedure the respondent chooses a brand from a set shown at given prices, and then the chosen brand's price is raised in the next round, forcing successive choices until the respondent switches to a cheaper alternative or to none. The sequence of switch points reveals how much of a price premium each brand can command before customers defect, mapping brand loyalty and cross-brand switching. Developed by British market researchers in the 1970s and conceptually rooted in the price-perception work of Gabor and Granger, BPTO is in effect a constrained, sequential choice experiment focused on brand and price. Modern practice analyzes the resulting choices with a logit model under random utility theory, yielding brand utilities, price elasticities, and a simulator for share under different competitive price scenarios. It remains popular for fast-moving consumer goods where brand-versus-price is the dominant decision.	Choice-based conjoint analysis (CBC) measures how consumers value the features of a product by observing the choices they make among competing, attribute-defined profiles rather than by asking them to rate attributes directly. Each respondent completes a series of choice tasks, picking the single most preferred alternative (often with a 'none' option) from a small set, and the pattern of choices across many tasks reveals the implicit trade-offs people make. The method grew out of Louviere and Woodworth's 1983 integration of conjoint measurement with discrete-choice theory, which showed that controlled choice experiments could be analyzed with the multinomial logit model. Because the choice task mimics a real purchase decision, CBC has become the dominant form of conjoint in commercial marketing research, popularized by Sawtooth Software. Estimation recovers part-worth utilities for every attribute level, either at the aggregate level or, more commonly today, individually through hierarchical Bayes. Those utilities then feed market simulators that predict shares of preference for new or hypothetical product configurations.