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Conjoint Analysis

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May 1, 2024 3 minute read
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Conjoint analysis is a powerful statistical technique used to understand how individuals make decisions when faced with multiple attributes or features of a product or service. It is widely applied in marketing research to determine the relative importance of different attributes and how they influence overall preferences and choices.

Why Learn Conjoint Analysis?

There are numerous reasons why one might consider learning conjoint analysis:

Path to Conjoint Analysis

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We've curated five courses to help you on your path to Conjoint Analysis. Use these to develop your skills, build background knowledge, and put what you learn to practice.
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Reading list

We've selected four books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Conjoint Analysis.
Legends in Marketing: Naresh K. Malhotra
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Provides a comprehensive overview of conjoint analysis, including its history, theoretical foundations, and applications in marketing research. It is written by three leading experts in the field and is considered a classic text on the subject.
Legends in Marketing: Naresh K. Malhotra
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Legends in Marketing: Naresh K. Malhotra
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Providing Actionable Recommendations
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Provides a comprehensive overview of conjoint measurement, including its theoretical foundations and applications in a variety of fields.
Providing Actionable Recommendations
Paperback
$$$
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The Design and Development Process
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Provides a practical guide to using conjoint analysis for product design and development.
The Design and Development Process: Perspectives,...
Kindle Edition
$$$$
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Artificial Intelligence Marketing and Predicting...
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Provides a user-friendly introduction to conjoint analysis for market researchers.
Artificial Intelligence Marketing and Predicting...
Paperback
$$
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