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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"

    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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