On the Use of Alternative-Specific Designs in Choice-Based Conjoint Analysis

Mirow A., Kurz P., Steiner W. – in Marketing ZFP Volume 47, 2025, 30-45.

The paper explains why and when it is advisable to use an Alternative Specific Design (ASD) in CBC studies. It introduces a typology for different ASD structures, and outlines how to interpret ASD-CBC estimation results and derive related willingness-to-pay measures. The benefits are illustrated using an example study on electric vehicles.