Choice-Based Conjoint

A Choice-Based Conjoint model consists in exposing respondents to a number of scenarios (tasks), each characterized by a set of products profiles (usually 3 to 5) described in terms of the same attributes. Respondents are asked to choose the most preferred product profile from the set (and, potentially, the second / third most preferred).

The function cbc.logit available in R-sw Conjoint allows running aggregate-level traditional logit estimation of choice-based conjoint data, while cbc.HB.logit performs an individual-level hierarchical Bayes (HB) logit estimation. Data can easily be prepared for estimation by text2list or cho2list.

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