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Conjoint analysis is a statistical technique used in marketing to understand how respondents value different attributes of a product or service. The document provides an example of using conjoint analysis to understand preferences for smartphone attributes like memory size, delivery time, and color. It explains how to design choice experiments, calculate part-worth utilities for attributes, and derive relative preference shares from a linear model. Fractional factorial designs can be used to reduce the numb

Author

PAglu John

Language

EN