Learn About Conjoint And Trade-Off Analysis

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Data Use: A good choice for choice modeling: Maximum difference scaling lets researchers present respondents with large numbers of choice options without making the process onerous. The article uses examples of a hotel loyalty program and restaurant menu optimization to show the technique in action.
You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product: Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.
By the Numbers: How to improve your segmentations with max-diff: The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.
A look at the buying process model: This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.
For hotels cutting back on services to trim costs, how far is too far?: Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.

See more articles on this topic

There are 31 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Trade-off analysis: a survey of commercially available techniques: Trade-off analysis is a family of methods by which respondents' utilities for various product features are measured. This article discusses trade-off analysis, including basic concepts and the four main types of trade-off: conjoint, discrete choice, self-explicated and hybrid.
Feedback from on-line conjoint interviews satisfies respondents' intrinsic motivation: Completion rates have deteriorated over the years. This article discusses how to improve cooperation levels, particularly in online research.
Multiple methods for multiple specialties: Reaching doctors for research purposes isn’t easy and requires a multi-pronged approach, which this article explores, using phone-to-Web recruits, fax-to-Web recruits, etc.
Conjoint evolves into discrete choice modeling: This article profiles discrete choice modeling which, unlike conjoint modeling, does not require pairing of all attributes. Therefore, unrealistic products are not produced. The respondent does not rate, sort or rank-order, but instead acts as if he or she is in the marketplace, selecting which product to buy.
By the Numbers: Practices you can trust: An overview of the use of online conjoint analysis and its capabilities.