CBC/HB For Beginners

Keywords

preference heterogeneity, hierarchical bayes, choice-based conjoint

Abstract

CBC/HB
has
become
the
most
popular
method
for
estimating
utilities from
Choice
 Based
Conjoint
Studies
based
on
recent
research
by
Sawtooth
Software.

However
the
process
of
estimation
has
historically
been
hard
to
explain
to
a
non‐technical
audience. There
are
few
resources
available
for
non‐technical
people
to
understand
how
CBC/HB
works. This
paper
attempts
to
explain
CBC/HB
in
very
simple
terms. It
avoids
most
of
the
mathematics
and
technical
terms
that
are
commonly
used
to
 describe
the
technique
and
instead
uses
heuristics
and
examples.
For
additional
information
and implementation details see the additional resources section at the end of the paper.

Original Publication Citation

Howell, John R. (2009), "CBC/HB for Beginners ", Sawtooth Software Technical Papers.

Document Type

Conference Paper

Publication Date

2009

Publisher

Sawtooth Software Technical Papers

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Assistant Professor

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