Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 3: Conjoint Analysis
This chapter offers an overview of Conjoint Analysis, with an eye toward implementation and practical issues. After reviewing the basic assumptions of Conjoint Analysis, I discuss issues related to implementation; data analysis and interpretation; and issues related to ecological validity. In particular, I discuss recent evidence regarding consumers’ attention in Conjoint Analysis surveys, how it may be increased and modeled, and whether responses in Conjoint Analysis surveys are predictive of real-life behavior. Each section concludes with practical recommendations.
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