Adaptive Choice Based Conjoint (ACBC) seeks to combine the advantages of the classic adaptive and choice-based approaches, and to minimize their disadvantages.
As the name indicates, the procedure reacts to the replies given by the respondent. An ACBC comprises a number of sections, the content of which depends on the responses to previous questions.
The Phases of ACBC
BYO (Build Your Own) Phase
Each respondent builds his or her preferred product on the basis of the pre-defined attributes and attribute levels.
Screening Phase
The product built in the preceding section serves as the basis for the definition of further products, which differ at individual levels. The respondent indicates, for each of these products, whether it comes into consideration or not.
On the basis of these responses it is determined whether particular attributes are essential to the respondent, or are unacceptable. For these "must haves" or "unacceptables", the respondent is again asked explicitly whether the attribute really must be present or may on no account be present.
Choice Task Questions
The products found acceptable in the screening phase are then presented in groups, out of which the respondent selects the most preferred product in each group (classic CBC choice tasks without the "none" option). This selection process is repeated until the best product (winning concept) is determined.
In addition to these 3 obligatory phases, there is also the possibility to insert a de-selection phase or to carry out calibrations.
Advantages
- The concepts shown are relevant for the respondent.
- The various phases make the interview more interesting for the respondent.
- The respondent has the chance to eliminate irrelevant features.
Disadvantages
- The interview takes considerably longer than a CBC survey, and is also longer than an adaptive conjoint (by a factor of two or three times).
- As a result the fieldwork costs are increased, as is the burden on the respondent, who must concentrate on a complex subject for a longer time.
