Conjoint Analysis has gained a recognition as an effective tool to quantify customer preferences for products and services and is now often used in quantitative market research programs in various industries. This note facilitates in designing, implementing and evaluating a conjoint analysis survey by providing practical guidance. It describes six steps that are necessary to gain desired results from a conjoint analysis study, and discusses what pitfalls needed to avoid and suggest effective ways to pursue. This note is accompanied by sever user-friendly Microsoft Excel Spreadsheets that can be utilized for a conjoint study implementation and evaluation.
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