Managerial Overview of Conjoint Analysis (2009)

Conjoint analysis has become the most popular and useful way to measure respondents’ preferences for simple to complex offerings and predict market choices. This article is taken from Chapter 1 of Getting Started with Conjoint Analysis, a book written by Sawtooth Software president Bryan Orme. It provides a non-technical managerial overview of the technique. It describes the history of the method, the various flavors, its practical uses, and recent developments that have made conjoint analysis even more powerful.

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Lighthouse Studio (formerly SSI Web) is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

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