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CBC Studies with Many Binary Items: An Empirical Investigation to Resolve Known Challenges

May 5, 2027
•
2:00 pm
Conference

Conjoint studies with many binary features often overpredict preference for feature-rich products and underpredict preference for feature-poor products. We investigate practical solutions to this persistent challenge, combining experimental design adjustments, summed pricing, and attribute non-attendance adjustments. Using both synthetic and real respondents, we explore promising approaches to improve predictive accuracy for a study involving brand, price, and 30 binary attributes. The goal: a straightforward, practitioner-friendly methodology for CBC studies with many binary features and price.

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