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Key Advantages of ASEMAP Compared to Other Analysis Conjoint Methods

1. Published research* shows that ASEMAP predicts customer choices ~35% better than ACA (Adaptive Conjoint Analysis) when number of attributes is greater than 10. ASEMAP estimated attribute importances predict ~20% better than MAXDIFF.**

2. Unlike commonly used conjoint methods ASEMAP does not bias individual utility functions towards the sample average, making it better suited for segmentation.

3. Unlike other conjoint methods ASEMAP does not suffer from the “number of levels effect” error (attributes with more levels receiving too high importance).

4. ASEMAP ensures utility functions to behave in a logical way during data collection itself, rather than forcing them during estimation.

5. ASEMAP’s adaptive questions minimize respondent fatigue. No wasted questions.

6. ASEMAP works well even with smaller sample sizes because of the improved accuracy of individual utility functions.

*Journal of Marketing Research, February 2011
**2009 Sawtooth Software Conference Proceedings, p. 160
ASEMAP ver 2.0                                                                                                               Copyright © 2018 VSBC. All rights reserved. ASEMAP is a service mark of VSBC.