Description of Conjoint Analysis

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Conjoint Analysis Like qualitative researchers, quantitative researchers also have a number of approaches available to them today. The selection of the research approach will depend on what type of information is being sought, what type of information is available, and the goals of the researcher. One research methodology that is gaining increasing popularity is conjoint analysis, a quantitative methodology that is discussed further below, followed by a summary of the research and important findings in the conclusion. Review and Discussion Description of Conjoint Analysis and Examples of Business Applications Conjoint analysis is a quantitative methodology that measures the perceived values of various possible product designs (Calantone & Di Benedetto, 1990). Respondents participating in conjoint analyses view several variations in product concepts and then assign ranks with respect to their individual preferences (Calantone & Di Benedetto, 1990). The analysis of these responses can be used to identify the respective utility that is associated with each of the attributes ranked by the respondents, and these findings can then be used to identify the combination of attributes that consumers would likely most prefer (Calantone & Di Benedetto, 1990). According to Orme (2009), "Conjoint analysis has become one of the most widely-used quantitative methods in marketing research. When used properly, it provides reliable and useful results" (p. 1). Although there are a number
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