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What is Conjoint Analysis about?

The dependent variable is a measure of respondent preference and can be metric or nonmetric (choice-based conjoint) the independent variables are dummy variables representing attributes of multiattribute products or services. The researcher first constructs a set of real or hypothetical products by combining selected levels of each attribute (factor) the combinations or profiles are then presented to respondents, who provide their overall evaluations.

Author

M'mama Sawaneh

Language

EN