Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research

by Bryan K. Orme

Ask people what they want, and they say, "the best of everything."  Ask them what they would like to spend, and they say, "as little as possible."  Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer choice.

Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer attitudes, opinions, and behavior.  Introduced as a fundamental measurement method more than forty years ago, conjoint analysis presents combinations of features and attributes in product profiles and asks people to rank or rate those profiles or to make choices among product profiles.

Do you have questions about the design of a new product?  Want to assess the importance of product attributes?  Do you need to predict consumer choice acoss a range of existing or potential products?  Conjoint analysis may be the answer.  Include brand names and prices in the description of product profiles, and you can use conjoint analysis to assess brand equity.  Product naming and pricing studies are often conjoint studies.

179 pages, Paperback

First published September 1, 2005

Reviews

[ریچارد · Rating 2 out of 5]

when you read a whole book on a topic such narrow as conjoint analysis, you expect a few examples on designing and interpreting the results but the book is short on these expectations and I would say doing google searches would be more fruitful

[Katie Johnson · Rating 4 out of 5]

This was helping for providing a basic overview of conjoint analyses and for thinking about how I can use them in my own field (sociology). I appreciated the focus on making results easy to interpret, and almost all of the topics can be understood without any prior knowledge of statistics.

[Chelsea · Rating 4 out of 5]

Some of it is a little dated but there’s still no one smarter on conjoint than sawtooth (authors firm) out there.

[Nick Huntington-Klein · Rating 4 out of 5]

A very straightforward introduction to conjoint analysis, focusing on rules for application and actually performing one, rather than starting with the math and leaving it to you to figure out how any of this actually works or looks in practice.

[Matthew]

Wow, this was uber technical and soared right over my head. Maybe one day I'll be able to grasp it and can reread.

[Holly · Rating 4 out of 5]

I will say one thing: I know how to do a blasted conjoint analysis now.