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Free bundle (1 video) Enhance Conjoint with a Behavioral Framework
Enjoy this free content in our digital academy. In this presentation, Peter Kurtz & Stefan Binner, from bms Marketing Research & Strategy, present a behavioral framework which improve choice models with 9 simple questions. The paper describes the usefulness of the answers for three different purposes: recall of past shopping situations; use as co-variates in CBC/HB estimation and consumer segmentation.
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