conjoint analysis


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Fig. 24 Conjoint analysis. Rating scores for television sets.

conjoint analysis

a MARKETING RESEARCH technique which involves potential buyers in assigning ordinal rankings to attributes possessed by varieties of a particular product.

In assessing television sets, for instance, conjoint analysis would rate particular BRANDS on the characteristics of sound quality, picture quality and layout of controls (see Fig. 24). A ‘conjunctive buyer’ would distinguish between the alternative brands by requiring minimum performance standards for every attribute, rejecting brands which fail to meet these standards. For example, a consumer might set minimum standards of 5 for picture and sound quality and 3 for layout of controls, in which case brands A and C would be rejected in favour of brand B.

By contrast, a ‘disjunctive buyer’ would select a brand by setting minimum attribute levels for only certain highly-regarded characteristics and would be indifferent about other attributes.

Conjoint analysis is used to develop product brands which contain combinations of attributes in proportions which appeal to the mass of consumers or to particular MARKET SEGMENTS.

References in periodicals archive ?
Medical Decision-Making and the Patient: Understanding Preference Patterns for Growth Hormone Therapy Using Conjoint Analysis.
The Final Rule of the Natural Resource Damage Assessment document (produced by the National Oceanic and Atmospheric Administration, Department of Commerce) addresses damage assessments and describes conjoint analysis as follows: "Conjoint analysis is a survey procedure that is used to derive the values of particular attributes of goods or services.
In this research, we evaluate the elements of an advertisement most important in forming consumer perceptions of similarity, by applying conjoint analysis and multidimensional scaling.
18] Various types of conjoint analysis represent the decomposition techniques most frequently used in an expanding variety of areas.
This section is concerned with the level of agreement between preferences assessed via a conjoint analysis task and preferences inferred from respondents' choices under the different information presentation conditions.
This is done by exposing the problem of segment validity in the context of recent research in segmentation and conjoint analysis.
First, we discuss the advantages and limitations of current methods for determining relative attribute importance and introduce a conjoint analysis method.
The sample bias has no impact on the use of conjoint analysis that analyses the behaviour of individuals but it does warn against extrapolating these results to the whole population.
Under its guidance, an opinion research technique known as conjoint analysis was used to interview neighbors of the proposed housing development.
In this context, conjoint analysis (Green & Rao 1971) has been used extensively in marketing research to measure the impact of product attributes on consumer preferences for products.
Conjoint analysis is an approach to measuring preferences (utilities) that estimates both overall preferences for a good or service as well as preferences for its specific attributes.