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Conjoint Analysis Examples
6/23/2005 at 3:39 PM ET
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.
6/23/2005 at 3:48 PM
Do a search on "sawtooth software". I think they have a number of white papers on subject
6/23/2005 at 10:12 PM
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.
6/24/2005 at 4:07 AM
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.
6/24/2005 at 11:38 AM
You may of already seen these examples but they may help"
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.
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