Navigating the Conjoint Analysis Minefield Article


Navigating the Conjoint Analysis Minefield
PDMA Visions

Conjoint analysis has become one of the most frequently used quantitative market research techniques in the world. It forces respondents to make tradeoffs between products, to reveal what features and specifications they value most and even how much they would pay for them. This article explains how conjoint analysis works and the research conditions in which it is most effective.


Steve Gaskin

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