conjoint analysis- canisius college（联合分析——canisius大学）.docVIP

Conjoint Analysis What is conjoint analysis: A general class of procedures for measuring, analyzing and predicting consumers responses to: 1. new products 2. new features of existing products Decomposes consumers’ preferences for any product into utilities for each option of each feature or attribute. Utilities (part-worths) can be combined to predict preferences for any product that can be developed using those features or attributes Can determine optimal product concept Can identify segments that value a product concept highly Conjoint Analysis Statistics Terms Part-worth functions - util