using conjoint analysis to shape the message
analysis is in the 'trade off' family of market research techniques. It has
proven to be profoundly useful in the market research field to help marketers
shape new products, determine maximum levels of product enhancement, and predict
market share. In addition, conjoint analysis can be used to identify the best
advertising message by revealing the features that are most important in product
tradeoff analysis allows the researcher to throw all of his or her options
such as various product features, price ranges, brand names, and so on
into a carefully constructed questionnaire. Respondents are then asked a series
of product purchase interest questions. The data are then run through the black
box of conjoint procedures to yield mathematical results called utility scores.
These models allow the researcher to simulate the marketplace in great detail
with surprising accuracy.