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Topic: Research/Metrics

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Conjoint Analysis Examples

Posted by rayrogowski on 250 Points
I am seeking a clear step by step example of a conjoint analysis from question development thorugh mathmatical analysis. Specifically, I would like to know if anyone has an Excel add-in or can send me an example to tear through and understand. I have several books on this topic but none are very clear as to the analysis part.

  • Posted on Member
    Do a search on "sawtooth software". I think they have a number of white papers on subject

  • Posted by rayrogowski on Author
    Thanks, I checked them but there is not much detail there. I am looking for a compete analysis I can pull apart and learn from.
  • Posted by Sans Prix on Member
    I would have recommended the Sawtooth website and their white papers as well.

    You might need to try to track down a company that has used conjoint.

    Alternatively, see if a market research company can assist.

    Last time I used conjoint, I had 112 possible product/features combinations, their utility and likely take-up.

    At that point, it became a diplomatic game amongst the project stakeholders and a game of what was/was not possible from an implementation/development/sales perspective, as well as corporate and product objectives.
  • Posted on Accepted
    Hi Ray

    You may of already seen these examples but they may help"

    http://www.surveysite.com/conjoint_tutorial.html

    http://www.dssresearch.com/toolkit/resource/papers/CR01.asp

    http://www.mccombs.utexas.edu/faculty/frenkel.terhofstede/460/projects/proj...

    http://www.econ.kyoto-u.ac.jp/~ida/3Kenkyuukatudou/3Workingpaper/WPfile/200...).pdf

    The 3rd link is an example used for credit cards and the last link is a case study for conjoint analysis for consumer preference for broadband services in Japan which is an interesting read.

    Hope these help.


    Zahid Adil

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