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ACBC

研究分析軟體
Research & Analysis Software

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ACBC  自適選擇聯合分析軟體

CBC/ACA是Teechart旗下久負盛名的聯合分析(Conjoint Analysis)軟體,聯合分析也稱為結合分析。CBC/ACA可以獲得水平的效用值,屬性的相對重要程度,市場細分,預測市場偏好份額等分析結果

Adaptive Choice-Based Conjoint (ACBC) is our most advanced system for conjoint/choice analysis. It is used for studying how people make decisions regarding complex products or services. ACBC is a new approach to preference modeling that leverages the best aspects of CBC (Choice-Based Conjoint) and ACA (Adaptive Conjoint Analysis). An Adaptive Choice interview is an interactive experience, customized to the preferences and opinions of each individual.
 
Sample Surveys With Notes Explaining ACBC Method:
  • Fine Dining Restaurants (7 attributes, with price)
  • Utility Tables (7 attributes, conditional graphics, with price)
  • Home Purchases (7 attributes, no price)
  • Grand Pianos (6 attributes, with price)
  • Grand Pianos (6 attributes, with price, dynamic brand list)
Benefits of ACBC
  • More engaging, relevant interviews
  • Directly incorporates non-compensatory decision-making
  • Ability to obtain strong individual-level estimates
  • Can work even with the smallest of sample sizes
  • Solid behavioral theory (consideration, then choice)
  • Solid statistical theory (near-orthogonal experiments and choice data)
When to Use ACBC?
  • Five or more attributes
  • Either large or very small sample sizes
  • When conjoint sections of about 7 to 15 minutes fit within the questionnaire
Why It Works
ACBC's question flow incorporates the well-established theory that buyers make complex choices by forming a consideration set (typically using cut-off rules) and then choosing a product within that consideration set. We display relevant products for respondents to consider by patterning them after the preferred product that respondents have first specified using a BYO (Build-Your-Own) exercise.
Respondents find adaptive CBC interviews more engaging, realistic, and relevant compared to traditional (static) CBC interviews. Even though the interviews are typically longer than standard CBC questionnaires, respondents generally prefer the overall experience.
In addition to the standard part-worth utilities that are useful for segmentation and market simulation, we capture the specific "must-have" and "unacceptable" rules that respondents express during the screening process. We also can tabulate the responses from the BYO (configurator) question. These data provide greater insight than typical CBC studies.
Customer Experiences
  • Emanuele Leveroni, Ph.D. - Ockham Associates, LLC
  • Craig V. King, Ph.D. - The MarkeTech Group, LLC
  • Chris Chapman, Ph.D. - Microsoft Hardware User Research
  • Robert J. (Bob) Goodwin, M.B.A. - Lifetime Products, Inc.
Technical Papers
  • ACBC Technical Paper
  • A New Approach to Adaptive CBC
  • A Perspective on ACBC (What Can We Expect from Respondents?)
ACBC Specifications:
  • ACBC is a component within the SSI Web Platform
  • Includes HB and Monotone Regression utility estimation routines
  • Utilities may be used within our standard market simulator package