Conjoint analysis is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.

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Conjoint analysis is a widely used market research technique for understanding consumers' preferences and decision-making processes. It involves presenting consumers with a series of product profiles that are created by manipulating different attributes or features of the product, such as price, brand, quality, design, and so on. By analyzing the choices that consumers make in these trade-off scenarios, researchers can estimate the relative importance of different attributes and levels, and determine the optimal combination of features that would maximize customer satisfaction and sales. This information can be useful for product development, pricing, positioning, and segmentation strategies.

Conjoint Analysis Is Used to Understand the Attributes That Guide