Advanced Research

Defining Attributes and Levels for a CBC Study

Updated

Set up the attributes and levels that make up your conjoint profiles — the decisions that shape everything downstream.

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Overview

Set up the attributes and levels that make up your conjoint profiles. An attribute is a dimension (Price); a level is a value it can take ($699). Get these right and the rest of the study follows.

Step-by-step

  1. Open the conjoint editor — select your Conjoint question. The Attributes & Levels editor

  2. Add an attribute — name it plainly, as a buyer would say it ("Price", not "price_tier_v2").

  3. Add its levels — the concrete values respondents will see. Keep levels within each attribute mutually exclusive and realistic.

  4. Add prohibited pairs if needed — Prohibited pairs (optional) stops impossible combinations (a budget brand at a premium price) from ever appearing.

  5. Or upload a design — Upload design (CSV, optional) lets you bring a design generated elsewhere.

Tips

Tip: Levels must be believable together. If a respondent sees a combination that couldn't exist in the market, they answer the absurdity rather than the trade-off — that's what prohibited pairs are for.

Note: Keep the number of levels balanced across attributes. An attribute with many more levels than the others can pick up artificial importance simply because it varies more.

Put it to work in Surveti.

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