---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-221.html"
title: "Conjoint Analysis"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 221
---

# Conjoint Analysis

*The relative importance of individual product attributes can be measured more accurately when respondents evaluate them as a single stimulus (CONsidered…*

The relative importance of individual product attributes can be measured more accurately when respondents evaluate them as a **single stimulus** ( CON sidered JOINT ly) than when each attribute is evaluated in isolation:

- Many consumers are unable to determine the relative importance of individual product attributes.
- Individual attributes are perceived differently in isolation than in the combination that makes up a whole product.
- Constructing the preferred combination of attributes strains respondents' cognitive abilities — “all attributes are important.”
- Social desirability and a sharply defined self-image motivate respondents to give some attributes great weight even when they play no role (e.g. environmental friendliness, wealth, reduced importance of price).
- Some respondents deliberately try to manipulate the results by giving “advantageous” answers (e.g. overstating the importance of price).

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*Slide 221 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*