DoE for choice based conjoint (CBC) analysis

DoE for choice based conjoint (CBC) analysis is part of:

  • Conjoint Conjoint analysis software

  • System configuration

    • Windows:
      • Versions: 9x/Me/NT/2000/XP/Vista/Win 7
      • Excel: 97 and later
      • Processor: 32 or 64 bits
      • Hard disk: 150 Mb
    • Mac OS X:
      • OS: OS X
      • Excel: X, 2004 and 2011
      • Hard disk: 150Mb.

Benefits

  • Easy and user-friendly
    Easy and user-friendly XLSTAT is flawlessly integrated with Microsoft Excel which is the most popular spreadsheet worldwide. This integration makes it one of the simplest available tools to work with as it utilizes the same philosophy as Microsoft Excel. The program is accessible in a dedicated XLSTAT tab. The analyses are grouped into functional menus. The dialog boxes are user-friendly and setting up an analysis is straightforward.
  • Data and results shared seamlessly
    Data and results shared seamlessly One of the greatest advantages of XLSTAT is the way you can share data and results seamlessly. As the results are stored in Microsoft Excel, anyone can access them. There is no need for the receiver to have an XLSTAT license or any additional viewer which makes your team-work easier and more affordable. In addition, results are easily integrable into other Microsoft Office software such as PowerPoint, so that you can create striking presentation in minutes.
  • Modular
    Modular XLSTAT is a modular product. XLSTAT-Pro is a core statistical module of XLSTAT which includes all the mainstream functionalities in statistics and multivariate analysis. More advanced features contained in add-on modules can be added for specific applications. This way you can adapt the software to your needs making the software more cost-efficient.
  • Didactic
    Didactic The results of XLSTAT are organized by analysis and are easy to navigate. Moreover useful information is provided along with the results to assist you in your interpretation.
  • Affordable
    Affordable XLSTAT is a complete and modular analytical solution that can suit any analytical business needs. It is very reasonably priced so that the return of your investment is almost immediate. Any XLSTAT license comes with top level support and assistance.
  • Accessible - Available in many languages
    Accessible - Available in many languages We have ensured XLSTAT is accessible to everyone by making the program available in many languages, including Chinese, English, French, German, Italian, Japanese, Polish, Portuguese and Spanish.
  • Automatable and customizable
    Automatable and customizable Most of the statistical functions available in XLSTAT can be called directly from the Visual Basic window of Microsoft Excel. They can be modified and integrated to more code to fit to the specificity of your domain. Adding tables and plots as well as modifying existing outputs becomes easy. Furthermore, XLSTAT includes some special tools on the dialog boxes to generate automatically the VBA code in order to reproduce your analysis using the VBA editor or to simply load pre-set settings. This effortless automation of routine analysis will be a huge time saver on your part.

Principle of design of experiments for choice based conjoint (CBC) analysis

The principle of conjoint analysis is to present a set of products (also known as profiles) to the individuals who will note, class, or choose some of them.

In an "ideal" analysis, individuals should test all possible products. But it is soon impossible; the capacity of each being limited and the number of combinations increases very rapidly with the number of attributes (if one wants to study five attributes with three categories each, that means already 243 possible products). We therefore use the methods of experimental design to obtain a acceptable number of profiles to be judged while maintaining good statistical properties.

XLSTAT-Conjoint analysis software includes two different methods of conjoint analysis: the full profiles analysis and the choice based conjoint (CBC) analysis.

Design of Experiment for Choice Based Conjoint analysis (CBC)

The principle of choice based conjoint (CBC) analysis is based on choices in a group of profiles. The individual respondent chooses between different products offered instead of rating or ranking products.

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:

  1. Fractional factorial designs or D-optimal designs are used to generate the profiles.
  2. Once the profiles have been generated they are allocated in the comparison groups using incomplete block designs.

Selecting the factor for choice based conjoint analysis

The first step in a conjoint analysis requires the selection of a number of factors describing a product. These factors should be qualitative. For example, if one seeks to introduce a new product in a market, we can choose as differentiating factors: the price, the quality, the durability ... and for each factor, we must define a number of categories (different prices, different lifetimes ...). This first step is crucial and should be done together with experts of the studied market.

Generating the design of experiments for the choice based conjoint analysis

Once past this first step, the goal of a conjoint analysis is to understand the mechanism for choosing one product over another. Instead of proposing all profiles to the individual respondents and asking to rate or rank them, CBC is based on a choice after a comparison of some of the profiles. Groups of profiles are presented to the individual respondents and they have to indicate which profile they would choose (a no choice option is also available in XLSTAT-Conjoint).

This method combines two designs of experiments, the fractional factorial design to select the profiles to be compared and the incomplete block design to generate the comparisons to be presented.

XLSTAT-Conjoint enables you to add the no choice option if the individual respondent would not choose any of the proposed profiles.

XLSTAT-Conjoint analysis software provides you with a global table for CBC analysis but also individual tables for each respondent and each comparison in separated Excel sheets. References are also included so that when a respondent select a profile in an individual sheet, it is directly reported in the main table.

Screenshots