Methods for the Analysis of Choices and Evaluations


Choice Components Analysis

Choice Components Analysis Analysis examines the roles of two proximal causes of option selections:

1.     sufficient identification, and

2.     comparative evaluation.

Either or both may make a contribution to the selection status of an option by a case.

Sufficient identification applies when an option can be said to be selected, or not, without reference to another option. Sufficient identification blockages that rule an option unselectable include: non-recognition or non-recall, ignorance or unfamiliarity, unavailability, inaccessibility, or ineligibility, or, exclusion, elimination, indecision, deferral or inertia. Another category of sufficient identification applies when an option is automatically selected (e.g. habit or behavioural script). Here, alternative options are ignored.

Comparative evaluations involve an implicit examination of two or more options, or, an option with a criterion.

Choice Components Analysis Analysis evaluates the contribution of each of these causes (and sub-categories of blockage) for each option for each case.

Aggregate results for sample data show the causal factor and blockage-type contributions to the total share of each option.

An introduction to Choice Components Analysis is contained in CCAHelp.hlp included in the download.

Program capabilities

The Choice Components Analysis program will analyse up to 30 options for 60,000 cases within a run.

Relevant appraisal data for input can be in the form of ratings, rankings, selection probabilities, or option selections, and, with alphanumeric codes for blockages.

Up to six types of option blockage can be analysed within a run.

More than 200 supplementary variables can be associated with any single analysis. These variables can be used, for example, for filtering for sub-group analysis or for follow-up analysis of Choice Components Analysis output.

System requirements and licensing

The program runs on Windows with Excel 97 or later.

Choice Components Analysis is an Excel VBA program than can be run as an Add-In or simply by double-clicking the program and running it within Excel.

This version of Choice Components Analysis is freeware. Here is the license .

Download materials

The Choice Components Analysis download includes the program, help, analysis examples and example data.


For the Choice Components Analysis zip file download click here (258kB)



Option Impacts Analysis

Options Analysis



Copyright 2012 Corporate R & D Ltd 
All rights reserved. Email: