An Empirical Comparison of Traditional Full-Profile Conjoint and Adaptive Conjoint Analysis

Adaptive Conjoint Analysis (ACA), a personal computer based software package, is compared with traditional full-profile conjoint analysis (using ratings of 32 job profiles) in terms of predictive validity. Data from 205 student respondents was collected. No significant difference was found in the predictive validity of the two methods. The respondents found ACA to be both easier and a more interesting task.