What is a conjoint analysis?
Conjoint analysis is a multivariate method for determining the influence of individual features of a product on its overall benefit. In conjoint analysis, also known as compound measurement, conjoint measurement or trade-off analysis, the study participants (test persons) are presented several times with different product characteristics in different combinations for evaluation. Here, it is not individual product features that are evaluated by the test persons, but always a totality of features that should ultimately represent the product as a whole. This method thus corresponds more to a real shopping situation, in which potential buyers do not evaluate the individual characteristics of products separately, but perceive the entire product as such. The conjoint analysis is included in QuestionPro as a predefined question set and can be easily set up and carried out.
The free eBook from QuestionPro on the subject of conjoint analysis contains a definition, the specific terminology of the multivariate procedure as well as best practices approaches and tips and tricks for the implementation with the predefined QuestionPro question set! The online presentation is free of charge and is aimed primarily at employees of market research companies or companies that conduct market research themselves.
Here you can find a → Example application and evaluation of conjoint analysis with the online survey software QuestionPro.
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