What are the available choice modeling alternatives?
There are several types of methodologies available for conjoint studies. These include discrete choice, full-profile, adaptive, self-explicated, and hybrid methodologies such as our Complete Conjoint™. Each has its advantages and limitations, but usually one method is most appropriate for a given situation. Discrete choice works best for products where consumers purchase multiple products distributed over many brands over the course of a year in proportion to the relative desirability of those products. Strengths: • A discrete choice model does not require that every attribute/level combination “make sense.” • Has the ability to show certain features with one brand and a different set of features only with another brand. • Discrete choice has the ability to measure interactions between two attributes, such as between price and brand. • Works best for products where consumers purchase multiple products over the course of a year, and where they typically distribute their purchases over a
