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What is Hierarchical Bayesian Analysis?

Hierarchical Bayesian (HB) analysis is commonly used to analyze the results of choice exercises such as conjoint or maximum difference analysis (MaxDiff). In these choice exercises, respondents make decisions about which items (or attributes, products, services, etc.) are most preferred. The strength of HB is that robust estimates of preference can be created from survey instruments in which respondents provide relatively little information (set up through balanced survey designs). So respondent fatigue is at a minimum while producing abundant information regarding preferences.

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