Based on the premise that purchase decisions are not made based on a single factor; but on several factors considered jointly, conjoint analysis includes a family of related techniques used to understand how decisions are likely to be influenced by the inclusion, exclusion, or degree of specific product components or features.
APPLICATIONS OF A CONJOINT ANALYSIS
This document outlines those situations when conjoint is an appropriate technique and how conjoint analysis can be used to aid strategic decision making. This document assumes a general familiarity with conjoint analysis and the terms encountered in a conjoint study. For those not familiar with conjoint, please see Conjoint Analysis: An Introduction.
SAMPLING ERROR AND SURVEY RELIABILITY
This document discusses the calculation of sampling error, confidence levels, differences required for significance, and sample size determination.
TECHNIQUES FOR PERCEPTUAL MAPPING
As a firm tries to manage its brand’s equity, it leverages how the brand is perceived relative to the competition. This document describes various mapping techniques that may be used to illustrate perceived strengths and weaknesses in order to identify areas of opportunity in the marketplace.