Adaptive Conjoint Analysis: Some Caveats and Suggestions
Open Access
- 1 May 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 28 (2) , 215-222
- https://doi.org/10.1177/002224379102800208
Abstract
In the short span of five years, Sawtooth Software's Adaptive Conjoint Analysis (ACA) has become one of industry's most popular software packages for collecting and analyzing conjoint data. The authors critically examine ACA's assumption structure and measurement procedures; both formal and empirical findings are reported. They conclude with a series of constructive suggestions for increasing the reliability and versatility of the ACA package.Keywords
This publication has 3 references indexed in Scilit:
- Completely Unacceptable Levels in Conjoint Analysis: A Cautionary NoteJournal of Marketing Research, 1988
- Book Review: ACA System for Adaptive Conjoint AnalysisJournal of Marketing Research, 1987
- Hybrid Models for Conjoint Analysis: An Expository ReviewJournal of Marketing Research, 1984