---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-217.html"
title: "Conjoint Analysis"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 217
---

# 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…*

### 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](/principles-of-survey-research/media/cj_bottles.png)

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*Slide 217 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*