Conjoint Disadvantages

• Customers are likely to take price as a signal of

the quality of the attribute. This problem is often
severe and means that you need to severely limit
the number of attributes. More than 3 is often too
many.

• Product features are not well understood by

customers.

• Part of a more complex system of related

products
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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Chapter

Example

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Conjoint Analysis

• When customers are making decision about

which car they prefer:
• They consider: miles per gallon, seating capacity, price,
length of warranty, …
• Which attributes the customer is thinking about when
making the decision? Which combination?

• We will not directly ask customers which attribute is

more important! but Why?

• We aske for customers preferences (among cars) and

infer their value system from those choices.

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Example

• We are considering introducing a new coffee

maker and wish to assess how consumers
evaluate the following levels of each of these
products:
• Capacity: 4, 8 and 10 cups
• Price: 28$, 32$ and 38$
• Brewing time: 3, 6, 9 and 12 minutes.
• Most of customers would probably prefer either
the most or least of each property. But what
about their choice on the combination of these
attributes?
• How to make a decision?

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Example

• Capacity: 4, 8 and 10 cups

• Price: 28$, 32$ and 38$
• Brewing time: 3, 6, 9 and 12 minutes.
• We might form all possible combination of these
products attributes, 36 combination in all, and
describe each in a separate card or computer
screen.
• We ask respondents to
order these cards from least
desirable (rank=1) to most
desirable (rank=36)

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018