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 analysis (single concept). When using Excel to perform the steps described in this article, you'll need Excel's Analysis Toolpak add-in with Regression Analysis.

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Getting Started with Conjoint Analysis

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