Validation of Adaptive Conjoint Analysis (ACA) Versus Standard Concept Testing
نویسنده
چکیده
Published evidence of the validity of conjoint analysis techniques has been sparse, rarely based on data collected for any real marketing purpose, and consisting mainly of unrealistically small simulation experiments (three to six attributes). This paper describes a successful validation of Sawtooth Software's Adaptive Conjoint Analysis (ACA) via independent concept testing. Across four different frequently purchased product categories, strong correlations were obtained between the consumer appeal derived from conjoint studies using ACA and the corresponding appeal obtained from standard concept tests known to be predictive of product success/failure in the real marketplace.
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