Modeling Consumer Decisions: Conjoint Analysis

A guide to Choice-Based Conjoint Analysis For Product Development

People spend a lot of time making decisions about some of the products and services they purchase. In fact, A recent study showed that the average person spends about 130 hours a year just deciding where to eat. Generally, consumers make purchase decisions by making trade-offs between the various attributes of a product based on the utility it provides them. As marketers or product managers, it …

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