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  sponsored	
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  copyright	
  owned	
  by	
  The	
  Future	
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  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informa=on	
  about	
  Affinnova	
  visit	
  h>p://www.	
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  informa=on	
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  visit	
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Advanced	
  Quant	
  Techniques	
  
July	
  14,	
  2011	
  
ACBC	
  Case	
  Study	
  	
  
Stefan	
  Binner,	
  bms	
  marke;ng	
  research	
  
+	
  strategy	
  
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
ACBC Case Study
Stefan Binner
Advanced Quant Webinar - July 14, 2011
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
In 2009 Sawtooth Software launched ACBC
(Adaptive Choice Based Conjoint)
As many researchers we expected a new “power tool” and increased value
for our projects.
Following presentation report our experience illustrated with base case from
a commercial study…
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Case Study: Background
ü Chemical Product for DIY market
ü 14 attributes including price, many non compensatory
attributes
ü Difficult to find target group (“Moonlighters”)
=> small sample N=200
ü Objective: Product development & identification of best USP
ü No focus on price
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
“Unacceptable” Questions “Must-­‐Have” Questions
Build	
  Your	
  Own	
  Section
Screening	
  Section
(Respondent answers 6 screens like this)
Choice	
  Tasks	
  
Interview Progress
Design Considerations
ACBC
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Case Study:
13
8
4
3
18
6
3
3
6
mixed
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Given by the nature of
the project – required by
customer
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
8 x 3 = 24 concepts
seen as sufficient
(interview length!)
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Less than suggested by
Sawtooth.
Intention: to avoid too
many MH or UA
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Less than suggested by
Sawtooth
(Interview lengths!)
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Used
Sawtooth
recommendation
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Screen Size Limitation
Complexity
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
More than suggested
by Sawtooth
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Sawtooth
recommendation
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Prohibitions
Initial prohibitions led to huge design problems
No Standard Tool to “test design efficiency” in ACBC
=> Be careful and avoid as possible
"  Only one prohibition was used
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Price Attribute
v Price range +/- 50%
v Rounded to 99 cents
v Prices was used in unacceptable section
v Level Prices for selected attribute levels were used in 7 of
13 non price attributes
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Holdout Tasks
§  No easy holdout tasks like in CBC
§  Calibration concept no substitute for holdout tasks
§  Possible Solution:
Use one random tournament question as holdout
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Pre Testing
N = 20 Pretest
§  Internal Pre-Test indicated too long and complex interviews
§  Real Pre-Test were promising: respondents liked the
questions and found good sense in them
§  => we increased the number of questions slightly
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Field Work
N = 200 face-to-face CAPI
§  Good response
§  Happy respondents
§  Relevant questions
§  Positive feedback
§  Average duration around 30 minutes
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Utility Values
§  Individual level utilities calculated with HB
§  All results met common sense expectations
§  Some surprises and hints for segmentation
-100
-80
-60
-40
-20
0
20
40
60
80
100
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§  Linear price function result in very large price interval with
only few data points at the end of the interval
(base price + all possible level prices +/- 50%)
§  Use of piecewise price function with 5 data points
§  Check data! (get_acbc_prices.exe tool)
§  Rather flat price elasticity which needed calibration
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§  Due to the large interval price the IMPORTANCE of might
gets over-estimated
0
5
10
15
20
25
30
35
Att1
Att2
Att3
Att4
Att5
Att6
Att7
Att8
Att9
Att10
Att11
Att12
Att13
Price
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§  Despite non price focus of project a calibration of PRICE
ELASTICITY seem to be necessary
0
10
20
30
40
50
60
70
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15 P16 P17 P18 P19 P20 P21 P22 P23 P24
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Simulations
§  Base Case scenario tuned to current market shares
§  Best attribute levels search based on Profit Contribution
modeling
§  Product optimization
§  Product range optimization
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Example for Product Optimisation
20
30
40
50
60
70
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
0,25
0,5
0,75
1
1,25
1,5
SOP BC
SOP IMP
PC1 BC
PC1 IMP
SOP PC1
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Benefits of the Study
§  Definition for new product development
§  Improvement of package design
§  Optimization of Product range
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Lessons Learned
ACBC Pro
§  Intuitive to clients
§  Realistic and relevant interview for respondents
§  Smaller sample size possible
§  Reliable results
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Lessons Learned
ACBC Con
§  Price range definition
§  Lack of Alternative Specific Designs
§  Danger of prohibitions
§  Measurement and simulation of price elasticity
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Limitations
No Alternative Specific Designs
Limited Graphics
Flat price elasticity
Lack of experience
Difficult design decisions
Model Scenarios
Complex product features and options
Non-Compensatory Attributes
Many Attributes
Small Sample Available (CPI, B2B)
Deeper insights on individual level
Markets
Industrial
B2B
Durables
Conclusions
ACBC Application
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
A new tool in the
MR Toolbox!!
CBC ACA M-DCVA
ü Rarely used
ü Traditional
ü Not CJ
ü M. Attributes
ü Efficient
ACBC
ü Attributes ++
ü Non compensatory
ü Realistic interview
ü Weak on pricing
ü Individual level
ü Small sample
ü Mostly used
ü Full Profile
ü ADM
ü Strong for Pricing
ü Ind. level (HB)
ü IIA
ü Adaptive
ü Attributes++
ü Weak on Pricing
ü Ind. Level
According to the latest “Report on
Conjoint Analysis Usage among
Sawtooth Software Customers” 9% of
all projects are done with ACBC
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Ü ACBC study was great
success
Ü ACBC is intuitive to
clients and respondents
Ü ACBC will not replace
CBC or other methods
but it will become an
additional tool
So what?
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Questions ?
Stefan Binner
bms
Sue York
The Future Place
Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011

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Stefan binner advanced quant - 2011

  • 1. Event  sponsored  by  Affinnova   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa=on  about  Affinnova  visit  h>p://www.  affinnova.com/   For  more  informa=on  about  NewMR  events  visit  newmr.org   Advanced  Quant  Techniques   July  14,  2011   ACBC  Case  Study     Stefan  Binner,  bms  marke;ng  research   +  strategy  
  • 2. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 ACBC Case Study Stefan Binner Advanced Quant Webinar - July 14, 2011
  • 3. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 In 2009 Sawtooth Software launched ACBC (Adaptive Choice Based Conjoint) As many researchers we expected a new “power tool” and increased value for our projects. Following presentation report our experience illustrated with base case from a commercial study…
  • 4. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Case Study: Background ü Chemical Product for DIY market ü 14 attributes including price, many non compensatory attributes ü Difficult to find target group (“Moonlighters”) => small sample N=200 ü Objective: Product development & identification of best USP ü No focus on price
  • 5. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 “Unacceptable” Questions “Must-­‐Have” Questions Build  Your  Own  Section Screening  Section (Respondent answers 6 screens like this) Choice  Tasks   Interview Progress Design Considerations ACBC
  • 6. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Case Study: 13 8 4 3 18 6 3 3 6 mixed
  • 7. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Given by the nature of the project – required by customer
  • 8. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed 8 x 3 = 24 concepts seen as sufficient (interview length!)
  • 9. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Less than suggested by Sawtooth. Intention: to avoid too many MH or UA
  • 10. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Less than suggested by Sawtooth (Interview lengths!)
  • 11. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Used Sawtooth recommendation
  • 12. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes w/o price # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Screen Size Limitation Complexity
  • 13. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed More than suggested by Sawtooth
  • 14. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations ACBC Parameter Settings Parameters Number of Attributes # of Screening Tasks # of Must Haves # of Unacceptables Max. # of Concepts in Choice T # of Calibration Concepts # of Concepts / Screening task Min. Attributes to vary from BYO Max. Attributes to vary from BYO BYO Modification Strategy Case Study 13 8 4 3 18 6 3 3 6 mixed Sawtooth recommendation
  • 15. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations Prohibitions Initial prohibitions led to huge design problems No Standard Tool to “test design efficiency” in ACBC => Be careful and avoid as possible "  Only one prohibition was used
  • 16. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations Price Attribute v Price range +/- 50% v Rounded to 99 cents v Prices was used in unacceptable section v Level Prices for selected attribute levels were used in 7 of 13 non price attributes
  • 17. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Design Considerations Holdout Tasks §  No easy holdout tasks like in CBC §  Calibration concept no substitute for holdout tasks §  Possible Solution: Use one random tournament question as holdout
  • 18. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Pre Testing N = 20 Pretest §  Internal Pre-Test indicated too long and complex interviews §  Real Pre-Test were promising: respondents liked the questions and found good sense in them §  => we increased the number of questions slightly
  • 19. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Field Work N = 200 face-to-face CAPI §  Good response §  Happy respondents §  Relevant questions §  Positive feedback §  Average duration around 30 minutes
  • 20. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Utility Values §  Individual level utilities calculated with HB §  All results met common sense expectations §  Some surprises and hints for segmentation -100 -80 -60 -40 -20 0 20 40 60 80 100
  • 21. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Price §  Linear price function result in very large price interval with only few data points at the end of the interval (base price + all possible level prices +/- 50%) §  Use of piecewise price function with 5 data points §  Check data! (get_acbc_prices.exe tool) §  Rather flat price elasticity which needed calibration
  • 22. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Price §  Due to the large interval price the IMPORTANCE of might gets over-estimated 0 5 10 15 20 25 30 35 Att1 Att2 Att3 Att4 Att5 Att6 Att7 Att8 Att9 Att10 Att11 Att12 Att13 Price
  • 23. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Price §  Despite non price focus of project a calibration of PRICE ELASTICITY seem to be necessary 0 10 20 30 40 50 60 70 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15 P16 P17 P18 P19 P20 P21 P22 P23 P24
  • 24. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Simulations §  Base Case scenario tuned to current market shares §  Best attribute levels search based on Profit Contribution modeling §  Product optimization §  Product range optimization
  • 25. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Example for Product Optimisation 20 30 40 50 60 70 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 0,25 0,5 0,75 1 1,25 1,5 SOP BC SOP IMP PC1 BC PC1 IMP SOP PC1
  • 26. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Results Benefits of the Study §  Definition for new product development §  Improvement of package design §  Optimization of Product range
  • 27. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Lessons Learned ACBC Pro §  Intuitive to clients §  Realistic and relevant interview for respondents §  Smaller sample size possible §  Reliable results
  • 28. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Lessons Learned ACBC Con §  Price range definition §  Lack of Alternative Specific Designs §  Danger of prohibitions §  Measurement and simulation of price elasticity
  • 29. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Limitations No Alternative Specific Designs Limited Graphics Flat price elasticity Lack of experience Difficult design decisions Model Scenarios Complex product features and options Non-Compensatory Attributes Many Attributes Small Sample Available (CPI, B2B) Deeper insights on individual level Markets Industrial B2B Durables Conclusions ACBC Application
  • 30. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 A new tool in the MR Toolbox!! CBC ACA M-DCVA ü Rarely used ü Traditional ü Not CJ ü M. Attributes ü Efficient ACBC ü Attributes ++ ü Non compensatory ü Realistic interview ü Weak on pricing ü Individual level ü Small sample ü Mostly used ü Full Profile ü ADM ü Strong for Pricing ü Ind. level (HB) ü IIA ü Adaptive ü Attributes++ ü Weak on Pricing ü Ind. Level According to the latest “Report on Conjoint Analysis Usage among Sawtooth Software Customers” 9% of all projects are done with ACBC
  • 31. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Ü ACBC study was great success Ü ACBC is intuitive to clients and respondents Ü ACBC will not replace CBC or other methods but it will become an additional tool So what?
  • 32. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011 Questions ? Stefan Binner bms Sue York The Future Place
  • 33. Stefan Binner, bms-marketing research + strategy, Germany NewMR Advanced Quant Techniques, July 14, 2011