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Conjoint Analysis - Example

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For the purposes of this example, consider a purchase of a notebook computer.

Below are 8 options for this computer.

They differ in 3 basic benefits (weight, the length of the battery life, and the price).

Rank order these 8 options from 1-8 by assigning 8 to your most preferred option and 1 to your least preferred option (it is very important that you assign 8 to your most preferred option.)

Option
Weight
Battery Life
Price
Ranking
1
5 Pounds
2 Hours
$2500
2
8 Pounds
4 Hours
$1500
3
8 Pounds
2 Hours
$2500
4
5 Pounds
4 Hours
$2500
5
5 Pounds
2 Hours
$1500
6
8 Pounds
4 Hours
$2500
7
8 Pounds
2 Hours
$1500
8
5 Pounds
4 Hours
$1500


Allen Weiss is the founder and publisher of MarketingProfs.com. He can be reached at amw@marketingprofs.com.

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