Choice-Based Conjoint
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.
源记录
引文逐字复制自方法源记录。这些引文不代表任何层级的验证。
- 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. · DOI 10.1177/002224378302000403
- 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
- Train, K. E. (2009). Discrete Choice Methods with Simulation (2nd ed.). Cambridge: Cambridge University Press. · ISBN 9780521766555
精选声明
声明已持久化到证据分类账中，每个声明都有自己的评估。
当分类账中没有声明时，此视图不会自行创建声明评估。
相关方法
从方法图中生成，显示为机器建议的关系 — 不推断任何证据声明。