CONJOINT ANALYSIS: AN INTRODUCTION
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.

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