General Conjoint Analysis
Understanding Conjoint Analysis in 15 Minutes (1996)
This article is for those wanting a quick and understandable introduction to conjoint analysis. The basics of conjoint measurement are demonstrated using an example about optimizing golf balls in ... 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
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
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
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
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
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
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
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
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
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
Assessing the Monetary Value of Attribute Levels with Conjoint Analysis: Warnings and Suggestions (2001)
Because conjoint utilities are often difficult for non-researchers to understand, researchers sometimes try to convert those to monetary equivalents. This practice is usually a poor use of conjoint ... Read More
Commercial Use of Conjoint Analysis in Europe: Results and Critical Reflections (1992)
This paper reports on an industry survey of 159 commercial research agencies in Europe regarding their use of conjoint analysis during the period July 1986 through June 1991. ACA is shown to be the ... 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
Assessing Unacceptable Levels in Conjoint Analysis (1987)
This 1987 article by Norein Klein is often cited in the literature. Abstract: Some adaptive conjoint analysis methods reduce the attribute space by allowing the respondent to state which attribute ... Read More
Assessing the Validity of Conjoint Analysis--Continued (1997)
Despite over 20 years of conjoint research and hundreds of methodological papers, very little has been published in the way of formal tests of whether conjoint really works in predicting real-world ... 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
What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments (1997)
Joel Huber, Duke University, points out that respondents adopt different strategies for answering different types of conjoint questions. Researchers should understand these simplification strategies ... Read More
Efficient Experimental Designs Using Computerized Searches (1997)
This paper (presented at our 1997 Conference) by Warren Kuhfeld of SAS Institute is a good overview of design principles for traditional conjoint. Kuhfeld introduces the concept of design efficiency ... Read More
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