General Conjoint Analysis

Understanding Conjoint Analysis in 15 Minutes (1996)

01 Jun 1996 - 994 hits

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)

01 Jun 2019 - 1229 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

Understanding the Value of Conjoint Analysis (2019)

01 Jun 2019 - 722 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

Which Conjoint Method Should I Use? (2013)

01 Jun 2013 - 1436 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

Interpreting Conjoint Analysis Data (2019)

01 Jun 2019 - 2261 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

A Short History of Conjoint Analysis (2019)

01 Jun 2019 - 615 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

Analysis of Traditional Conjoint Using Excel: An Introductory Example (2019)

01 Jun 2019 - 1393 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

Introduction of Quantitative Marketing Research Solutions in a Traditional Manufacturing Firm: Practical Experiences (2009)

01 Jun 2009 - 222 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

Including Holdout Choice Tasks in Conjoint Studies (2015)

01 Apr 2015 - 549 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

Consistency Cutoffs to Identify "Bad" Respondents in CBC, ACBC, and MaxDiff (2020)

06 Jan 2020 - 493 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

Sample Size Issues for Conjoint Analysis Studies (2019)

01 Mar 2019 - 1870 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

Diagnostics for Random Respondents in Choice Experiments (2020)

06 Oct 2020 - 245 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

Assessing the Monetary Value of Attribute Levels with Conjoint Analysis: Warnings and Suggestions (2001)

01 Jun 2001 - 733 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

Commercial Use of Conjoint Analysis in Europe: Results and Critical Reflections (1992)

01 Jul 1992 - 639 hits

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)

19 May 2021 - 223 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

Assessing Unacceptable Levels in Conjoint Analysis (1987)

01 Jun 1987 - 434 hits

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)

01 Jun 1997 - 431 hits

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)

01 Feb 2015 - 293 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

What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments (1997)

01 Jun 1997 - 357 hits

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)

03 Mar 1997 - 303 hits

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