Conjoint analysis. A review of conjoint paradigms and discussion of the outstanding design issues

This paper begins by discussing the components of a conjoint paradigm and the alternatives within each.

Conjoint analysis. A review of conjoint paradigms and discussion of the outstanding design issues

Roger Brice Adelphi International Research Ltd, United Kingdom

INTRODUCTION

Conjoint analysis has enjoyed increasing use by research practitioners over the last twenty-five years or so. It has probably never been used as much as it is today. Surveys of research agencies have shown that more than one-half of the applications of conjoint analysis involve consumer goods and that a major proportion of the remainder involve services.1The purposes of conjoint studies conducted in Europe reported most frequently are pricing, new product or new concept...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands