This is an example of a Choice-Based Conjoint (CBC) study. Like other conjoint (trade-off) methods, CBC helps researchers understand how buyers choose between products or services: what features are more important than others, what brands are preferred, the price sensitivity of the market, and other related issues.

Many researchers prefer Choice-Based Conjoint because the respondent task is easy to understand and perhaps more realistically parallels real-world decision making than conjoint tasks using rating scales or rank ordering.

CBC research is especially useful when there are about six attributes or fewer to study. CBC is also a popular pricing research technique--although a CBC study does not need to include price as an attribute.

Please type the password "GOCBC" to begin: