Technical Papers
Title: Helping Managers Understand the Value of Conjoint Description: This paper (a chapter from the book Getting Started with Conjoint Analysis) illustrates how conjoint can be used to provide managers strategic marketing information that is intuitive and actionable. It explains how Choice-Based Conjoint (CBC) can be used to measure brand equity and determine brand sensitivity. The article focuses on how to get managers to "buy in" to conjoint, and some pitfalls to avoid when presenting conjoint data.Download: |
 Applied methodologiesTechnical papers |
#01
International Market Research Agency
#01 "In terms of conducting interviews the moderator of SKIM was excellent, very thorough, quick to understand our goals, flexible and conscientious."
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