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Conjoint Analysis

Part 2. Marketing Research

  1. Vithala R. Rao

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02019

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Rao, V. R. 2010. Conjoint Analysis. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Cornell University, Ithaca, NY, USA

Publication History

  1. Published Online: 15 DEC 2010
Table 1. Alternatives for Selected Features of Conjoint Analysis
Representation of StimuliFormats of Data CollectionNature of Data CollectionEstimation Methods
  1. a

    These are newer methods.

  2. Source: Adapted from Hauser and Rao (2004) and Rao 2008.

Verbal descriptionsFull profile evaluationsOne-shotRegression-based methods
  Adaptive 
Pictorial descriptionsPartial profile evaluationsMultiple timesaRandom utility models
Videotapes and supporting materialsStated preferences Direct computation based on self-explicated importances
 Stated choices Hierarchical Bayes estimationa
Virtual prototypes   
 Self-explicated methods  
Combinations of physical models, photographs and verbal descriptionsConfiguratorsa Methods based on new optimization methodsa Analytic center estimation, support-vector machines, genetic algorithms
Table 2. Variable Smart Phone Attributes
AttributeLevels
 1234
StyleCandy barSlide phoneFlip phoneTouch screen
 inline imageinline imageinline imageinline image
BrandBlackberryNokiaLGSamsung
 inline imageinline imageinline imageinline image
Talk time3 h5 h7 h9 h
Weight100 g115 g130 g145 g
Camera quality2 MP3 MP6 MP8 MP
Table 3. Estimated Part-Worth Values for the Illustrative Data for Smart Phone Study
AttributeLevelRecoded Dummy VariablesPart-worth ValueRelative Importance(%)
  D1D2D3  
BrandBlackberry1007.2517.86
 Nokia0104.63 
 LG0012.87 
 Samsung0000.00 
StyleCandy bar100−0.9726.42
 Flip0109.95 
 Touch screen0017.58 
 Slide0000.00 
Talk time3 h0006.9921.84
 5 h001−1.88 
 7 h0102.12 
 9 h1000.00 
Weight100 g1007.8819.4
 115 g0106.01 
 130 g0011.89 
 145 g0000.00 
Camera quality2 MP0000.0014.48
 4 MP1001.22 
 6 MP0105.88 
 8 MP0015.15