Conjoint analysis has emerged as one of the most powerful techniques for measuring customer preferences. While conjoint analysis is squarely in the quantitative camp, this approach actually builds upon the foundational insights that qualitative researchers excel at...
Potential buyers of a product or service consider many factors when deciding what to buy, and potential sellers must decide on the factors to offer and at what price. Buyers typically place their own economic self-interests first: spend the least amount of money,...
In today’s crowded marketplace, it’s more important than ever to understand what drives consumer preferences. That’s where conjoint analysis comes in. Conjoint analysis is a research method used to understand how consumers value different attributes...