General Conjoint Analysis
Three Ways to Treat Overall Price in Conjoint Analysis (2025)
The author discusses three ways to treat overall price in conjoint analysis experiments: traditional approach, conditional price, and summed price. The traditional pricing method treats price ... Read More
Number of Levels Effect in CBC: Is It Strong and Does It Persist for More than Four Levels? (2023)
Decades ago, a concern was raised regarding what has been called the “Number of Levels Effect” in conjoint analysis. Researchers in the 80s and 90s showed that by doubling the number of levels of a ... Read More
Survey-Based Methods for Pricing Research (2022)
Common approaches for survey-based pricing research include conjoint analysis, Van Westendorp PSM, and Gabor-Granger. The authors (Orme & Chrzan) describe the three methods, including strengths and ... Read More
Uncommon Choices: Novel Applications of Conjoint Analysis in Practice (2021)
Chris reviewed four novel applications of Conjoint Analysis for product design from various presentations he’s delivered over the past 12 years at Sawtooth Software Conferences. He highlighted how ... Read More
Estimating Willingness to Pay Given Competition in Conjoint Analysis (2021)
This article describes how to simulate Willingness to Pay (WTP) in a more realistic and focused way than using either the common algebraic approach or the two-product simulation approach. The common ... Read More
Diagnostics for Random Respondents in Choice Experiments (2020)
Researchers regularly clean inconsistent respondents from CBC and MaxDiff studies and the fit statistic from HB (RLH) provides a way to try to identify them. Chrzan and Halversen compare four ... Read More
Consistency Cutoffs to Identify "Bad" Respondents in CBC, ACBC, and MaxDiff (2020)
Over the last few years, the incidence of bad respondents is increasing. Conjoint analysis and MaxDiff have a fit statistic called RLH when using HB estimation that helps identify bad respondents. As ... Read More
Interpreting Conjoint Analysis Data (2019)
Covers the essentials for interpreting conjoint analysis data, including part worths, importances, shares of preference and "counting" analysis. The framework for interpreting results is developed ... Read More
Understanding the Value of Conjoint Analysis (2019)
This paper (a chapter from the book Getting Started with Conjoint Analysis) illustrates how conjoint can be used to provide managers strategic marketing information that is intuitive and actionable. ... Read More
A Short History of Conjoint Analysis (2019)
Conjoint analysis has been a great success story for the marketing research industry. This paper outlines its development from the late 1960s through today. The earliest conjoint analysis approaches ... Read More
Analysis of Traditional Conjoint Using Excel: An Introductory Example (2019)
This article conveys the basics of conjoint utility estimation using a common software tool: Microsoft's Excel. It covers dummy-coding and experimental design issues for full-profile conjoint ... Read More
Managerial Overview of Conjoint Analysis (2019)
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 ... Read More
Sample Size Issues for Conjoint Analysis Studies (2019)
Sample size considerations for conjoint analysis are often quite different from those for traditional market research surveys. This paper covers such topics as sampling error versus measurement ... Read More
Including Holdout Choice Tasks in Conjoint Studies (2015)
It is advisable to include holdout choice tasks in conjoint interviews even though they may not appear to be needed for the main purpose of the study. This paper, originally published in Sawtooth ... Read More
How Many Holdout Tasks for Model Validation (2015)
Analysts sometimes add holdout questions to their conjoint surveys to test the way they have specified their models. Holdouts can also be used for out-of-sample validation. The author, Keith Chrzan, ... Read More
Which Conjoint Method Should I Use? (2013)
Sawtooth Software offers different conjoint analysis packages, including choice-based (discrete choice) methologies (CBC, ACBC), menu-based choice (MBC), as well as the older ratings based approaches ... Read More
The Apple vs. Samsung Patent Trial of the Century (2012)
No, we’re not referring to OJ and gloves that won’t fit. We’re talking conjoint analysis, Sawtooth Software, and our book “Getting Started with Conjoint” all factoring into the courtroom arguments in ... Read More
Introduction of Quantitative Marketing Research Solutions in a Traditional Manufacturing Firm: Practical Experiences (2009)
This article provides an excellent case study and tutorial regarding how to bring sophisticated methods like conjoint analysis to an organization. The author (Goodwin) discusses how conjoint has ... Read More
Conjoint Analysis: How We Got Here and Where We Are--An Update (2004)
Joel Huber of Duke University provides an insightful discussion on the history and theoretical underpinnings of conjoint analysis. He traces its development from its roots in psychometrics to its ... Read More
Formulating Attributes and Levels in Conjoint Analysis (2002)
Defining proper conjoint attributes and levels is arguably the most fundamental and critical aspect of designing a good conjoint study. In conjoint experiments, respondents express their preferences ... Read More