8 Conjoint analysis

In this chapter, you will learn how to carry out a conjoint analysis. Conjoint analysis starts from a survey in which people rate or choose between products (e.g., cars) that differ on a number of attributes (e.g., safety, fuel efficiency, comfort, etc). From these ratings or choices, the analysis determines the value that people place on the different product attributes (e.g., how much weight do people place on safety when choosing between cars). This information can then be used in product development.