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Chapter 6 · Advanced Techniques of Market Analysis · Slide 217/274

Conjoint Analysis

The conjoint analysis is a set of techniques used in market research to analyze attribute-based preferences of consumers — i.e. to determine how…

6.1 · Conjoint AnalysisDefinition

Conjoint Analysis

i

Conjoint Analysis

The conjoint analysis is a set of techniques used in market research to analyze attribute-based preferences of consumers — i.e. to determine how important different product features and feature levels are to consumers.

What should our new product look like?

Distinctive features
  • Evaluation of holistic objects
  • Decomposition of preferences
Widely used in
  • Segmentation
  • Development of new products
  • Pricing
Row of product bottles in various colors — the range of variants of a product
QUESTIONSTAR · Dr. Paul Marx217 / 274
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