Conjoint Analysis in 10 minutes - Business Performance Management

Conjoint analysis or stated preference analysis is used in many of the social sciences and applied sciences including marketing, product management, and operations research. The presentation explains the principle, using a simple example. It shows, how to calculate the part-worth utilities and how to derive the relative preferences from individual attributes from there. A full factorial and a fractional factorial design is used. An Excel template for this example is available from the author.