Managing Prohibitions in CBC Studies

Introductory classes for conjoint analysis advise you to avoid all prohibitions between attribute levels. However, the real world and working with real clients almost always involves what on the surface look to be prohibitions. Modest prohibitions are not very harmful at all. More extensive prohibitions can be handled using other precise solutions, such as collapsing attributes, conditional pricing, and alternative-specific designs. Don’t fear prohibitions…embrace the possibilities with confidence!