by author) Conjoint analysis is a market research method used to measure customer preferences and the importance of … An example for a conjoint analysis. Conjoint analysis Example of a compositional model Consider the following laptop computer: Dell 320 GB hard drive 4 GB of RAM 12.1 inch screen Price of $1,200 On a scale from 0 (lowest) to 10 (highest), how would you rate this computer on each attribute? To get a complete picture of the competitive landscape, include all competitors, and to ensure the predictive capability of the approach over time, think carefully at the start about the attributes and levels you will include in the study. Conjoint analysis can also be used outside of product experience, such as to gauge what employee benefits to offer, determining software packaging, and marketing focus. A conjoint analysis assesses the importance employees assign to different features of a total rewards package. Products and services usually have several features that make them desirable. These are simple but potent examples of the many different ways that conjoint analysis may be used. Conjoint analysis is a frequently used ( and much needed), technique in market research. (fig. Here you find an simple example, how you can calculate part-worth utilities and relative preferences in Excel using multi-variable linear regression. Employees are asked to compare two benefits packages and choose the option they most prefer. Conjoint analysis is a technique for evaluating goods by considering their attributes jointly. Conjoint analysis or stated preference analysis is used in many of the social sciences and applied sciences including marketing, product management, and operations research.. For example, you could do rankings, you could do ratings, you could do paired comparisons between the different products or you could have a choice based conjoint analysis. Conjoint analysis is based on the idea the relative attributes and their levels considered jointly can be measured better than when considered in isolation. Ultimately, conjoint analysis can be a great fit for any researchers interested in analyzing trade-offs consumers make or pinpointing optimal packaging. The Conjoint Analysis. For example, Experimental Design for Conjoint Analysis: Overview and Examples describes an experiment where the utilities of brands of car are assumed to be 0 for General Motors, 1 for BMW, and 2 for Ferrari, and the utilities of prices are 0 for $20K, -1 for $40K, and -3 for $100K. Another consideration is that it might be useful to add a description of all attributes and why they might be important, before the customer starts to rate the laptops. While an individual attribute of a product may be the primary feature, the decision to purchase comes from weighing all the attributes together. 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