Response Measures, Data Collection Methods, and Conjoint Analysis: A Two-attribute Case Study
Abstract:
Conjoint analysis can be one of the most powerful research tools in the marketer's armamentarium because of its ability to predict consumer preferences for products which have never been directly evaluated or perhaps even developed. Literally hundreds of conjoint studies have been commissioned during the last decade. But, there is no consensus on how best to implement the various steps needed to execute a conjoint analysis study in spite of the rather large amount of experience the marketing community has had with the technique.
