Adaptive Conjoint Analysis: Some Caveats and Suggestions

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.