Conjoint analysis is a technique used to predict how products or services perform in the market by understanding consumer preferences and choices among different attributes. Its applications include launching new products, repackaging existing ones, and gaining insights into customer value and pricing strategies. The document outlines key terms, types, applications, and steps involved in conducting conjoint analysis.

1. CONJOINT ANALYSIS

2. OUTLINE
1. WHAT IS CONJOINT ANALYSIS?
2. WHAT DOES IT DO AND WHAT IT IS USED FOR?
3. SITUATION WHERE CONJOINT ANALYSIS IS
APPLICABLE?
4. KEY CONJOINT ANALYSIS TERMS
5. TYPES OF CONJOINT ANALYSIS
6. APPLICATION OF CONJOINT ANALYSIS IN MARKETING
7. STEPS IN CONJOINT ANALYSIS
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3. Conjoint Analysis
• Technique for predicting how the product created
and designed by the organization performs when
taken to the market.
• Understanding how people make choice between
product/service or combination of
product/services so that organization can design
new product /services that best meet customers
underlying needs
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4. 4

5. Situation where Conjoint Analysis is applicable
1. Product as Bundle of Attributes
2. Must Know Important Attributes
3. Respondents can Reasonably Rate
the Product
4. Attributes should be actionable
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6. KEY CONJOINT ANALYSIS TERMS
1. Attributes (Features)
2. Levels
3. Concept or Profile
4. Relative importance
5. Part-Worths/Utility values
6. Profiles
7. Market share simulation
8. Brand Premium
9. Price elasticity and demand curve
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7. TYPES OF CONJOINT ANALYSIS
• Choice-based Conjoint (CBC) Analysis
• Adaptive Conjoint Analysis (ACA).
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8. APPLICATION OF CONJOINT ANALYSIS IN MARKETING
• Launch a new product or service in the market
• Repackage existing products or services to the
market
• Understand your customers and what they value
in your products
• Gain actionable insight to increase your brand’s
competitive edge
• Place a price on your brand versus competing
brands
• Revamp your pricing structure
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9. Steps in conjoint Analysis
Formulate The Problem
Construct The Stimuli
Metric Data-Rank Order /Non Metric
Data-Rating
Decide On The Form Of Input Data
Select A Conjoint Analysis Procedure
Interpret The Results
Pair Wise Approach/Full
Profile Approach
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10. Mathematical Model
xij
j
ij
m
i
k
XU
i
 

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)( 
where
U(X) = overall utility of an alternative
= the part-worth contribution or utility associated with the j th level (j, j = 1, 2, i)of the i th attribute
(i, i = 1, 2, . . . m)
xjj= 1 if the j th level of the i th attribute is present= 0 otherwise
ki= number of levels of attribute i
m= number of attributes
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11. Conclusion
1. WHAT IS CONJOINT ANALYSIS?
2. WHAT DOES IT DO AND WHAT IT IS USED
FOR?
3. SITUATION WHERE CONJOINT ANALYSIS IS
APPLICABLE?
4. KEY CONJOINT ANALYSIS TERMS
5. TYPES OF CONJOINT ANALYSIS
6. APPLICATION OF CONJOINT ANALYSIS IN
MARKETING
7. STEPS IN CONJOINT ANALYSIS
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