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DoE for CBC conjoint

By Reza | Jan 16, 2017 10:44AM CET

XLSTAT DoE for CBC conjoint generates the same sub set of questions to all respondents. For example in CBC hierarchical tutorial (https://help.xlstat.com/customer/en/portal/articles/2062399-choice-based-conjoint-analysis-with-hierarchical-bayes-cbc-hb-?b_id=9283) 12 profiles were made by optimize approach. Total possible number of comparisons with 3 profiles per comparison are 220 but only 20 comparisons are generated to be sent to all respondent. I wonder if this is at all a right approach? What is the theory behind that?

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By Jean Paul | Jan 16, 2017 02:13PM CET | XLSTAT Agent

Hello,

The process of CBC is based on comparisons of profiles. These profiles are generated using the same methods as for full profile conjoint analysis. Then, these profiles are put together in many comparison groups (with a fixed size). The individual respondent then chooses the profile that he would select compared to the other profiles included in the comparison.

The statistical process is separated into 2 steps:

- Fractional factorial designs or D-optimal designs are used to generate the profiles.

- Once the profiles have been generated they are allocated in the comparison groups using incomplete block designs.

Best,

Jean Paul

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