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    Priyanka Reddy
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    Conjoint analysis is a technique used to understand customer preferences. It involves collecting data, performing regression analysis on the data to interpret coefficients for parameters, and then calculating the range, total range, and importance of each attribute. The attribute with the highest importance indicates what is most important to customers based on their likes, dislikes, and preferences reflected in the utility values.

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    Conjoint analysis is a technique used to understand customer preferences. It involves collecting data, performing regression analysis on the data to interpret coefficients for parameters, and then calculating the range, total range, and importance of each attribute. The attribute with the highest importance indicates what is most important to customers based on their likes, dislikes, and preferences reflected in the utility values.

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    4 views1 page

    Market Research

    Uploaded by

    Priyanka Reddy
    Conjoint analysis is a technique used to understand customer preferences. It involves collecting data, performing regression analysis on the data to interpret coefficients for parameters, and then calculating the range, total range, and importance of each attribute. The attribute with the highest importance indicates what is most important to customers based on their likes, dislikes, and preferences reflected in the utility values.

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    Conjoint Analysis

    Data -> Data Analysis -> Regression…


    Check On Labels

    Interpret the Coefficients of the Parameters..


    For the missing parameters, the value can be derived from the formula…
    “ The sum of all utilities of an atrribute is zero”

    -ve Utility Means Dislike, not preferred, not a good option


    +ve Utility means Like,preferred,
    0 means neutral

    Calculate -> range of each attribute, it’s the addition of the absolute coeff. values
    Calculate -> Total Range , i.e. sum of all the ranges…
    Calculate -> Importance of each attribute , i.e. (attribute range/total range)*100

    Attribute with the highest importance is most important!

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