Choice Components Analysis analyzes survey data on the
primary determinants of option choice. These
determinants are automatic and blocked selections,
and, comparative evaluations between options. Habits
and behavioural scripts are examples of automatic
selections, while, blocked selections occur when, for
example, an individual is unaware of or ignores an
option. Comparative evaluations occur when options are
weighed up and are implicit, for example, in option
attractiveness ratings. The probability of each
option's selection from within an group of options is
partitioned into component contributions for each
respondent and for selection shares for the sample.
From 2 to 30 options may be included in any single
analysis. Choice Components Analysis is a Microsoft
Excel VBA program than can be run as an Add-In or
simply by double-clicking on the program and running
it within Microsoft Excel.

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