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Pre-Filtering Modules to Reduce Position Effects in Filter-CBC Studies

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In Filter-CBC, respondents often fail to apply filters sufficiently, leaving them overloaded with irrelevant alternatives and increasing position bias. This study introduces pre-filtering modules before the conjoint exercise to reduce these effects. Two approaches are evaluated: an adaptive CBC pre-module and a simplified attribute-ranking with must-have probing. Both identify which attributes and levels to prefilter, thereby reducing task complexity and cognitive load, and ultimately leading to more reliable and predictive utility estimates.

Thomas van Esch
SKIM
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