General Conjoint Analysis

23 Feb 2022 - 1016 hits

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

11 Nov 2021 - 1043 hits

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

19 May 2021 - 2536 hits

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

06 Oct 2020 - 1671 hits

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

06 Jan 2020 - 2342 hits

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

01 Jun 2019 - 6770 hits

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

01 Jun 2019 - 2791 hits

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

01 Jun 2019 - 4040 hits

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

01 Jun 2019 - 5472 hits

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

01 Jun 2019 - 9317 hits

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

01 Mar 2019 - 9264 hits

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

01 Apr 2015 - 2649 hits

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

01 Feb 2015 - 2015 hits

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

01 Jun 2013 - 8230 hits

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

21 Jun 2012 - 4729 hits

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

01 Jun 2009 - 1540 hits

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

01 May 2007 - 3309 hits

Three ways to treat overall price in conjoint analysis experiments are discussed: traditional approach, conditional price, and continuous/summed price. The traditional pricing method treats price as ... Read More

01 Apr 2004 - 2861 hits

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

16 Aug 2002 - 3753 hits

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

01 Jun 2001 - 3366 hits

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