Conjoint Analysis

Conjoint analysis is a method for understanding the preferences for products (and services). Products are treated as bundles of attributes and respondents are asked to evaluate these bundles by making trade-offs between the variations in the attributes.

For example, one product may be low in price and moderate in quality while another may be high in quality and high in price. Based on the trade-offs made by the respondents we can identify the importance of various attributes and hence, products. It is a widely used method and has been very successful in the product development area. A particular advantage is the availability of simulators to create what-if scenarios on the back end.

For more details about Conjoint Analysis, see these articles in our White Paper Library.

Register for TRC's latest research seminar - Tuesday, Oct 5th in the Yale Club of New York.

Research 2.0: Innovative choice and Social Networks Methods. This one-day event will feature speakers from Columbia and Rice Universities, in addition to our very own Rajan Sambandam and Pankaj Kumar.

The event will highlight new and interesting developments in choice techniques, text mining, and "Research 2.0". To learn more and register, click here.

TRC's White Paper Library offers, among others, various choice-related articles.

Featured Choice-Related White Papers:

Product Configurator

How to improve your segmentation with Max-Diff

Conjoint Analysis vs. Self-explicated

Understanding choice in banking: Use of Discrete choice analysis

Resources

Philadelphia Chapter of AMA

Philadelphia Marketing Directory

Connect with us !

The Brand Insulation Effect.

Toyota Customers Remain Loyal in the Face of a Recall.

An article authored by Rajan Sambandam, Vikas Mittal and Paul Dholakia, in the latest issue of the Marketing Research Magazine.

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