In college I read about the advantages of conjoint analysis over the more intuitive method of using a Likert scale–the familiar rate-this-thing-from-one-to-five or whatever scale. It turns out that people get bored with Likert scales, and end up either reporting everything as extremes, or the median. It has been shown that you can get a better reading on people by asking them about their preference regarding two items. In this post I’d like to share the beginning of a framework for modelling these sorts of situations. Specifically, I’d like to model agents with specific behaviors, and see if those behaviors are apparent through conjoint analysis, i.e, I’d like to test conjoint methods under different controlled circumstances.
Continue reading Building an Agent Based Simulation for Conjoint Analysis