<p>Ask people what they want, and they say, "the best of everything." Ask them what they would like to spend, and they say, "as little as possible." Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer choice. Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer attitudes, opinions and behavior.</p>

GETTING STARTED WITH CONJOINT ANALYSIS

Bryan K. Orme

Research Publishers

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Books by Research Publishers

See the best price to sell, buy or rent books by the Research Publishers publisher. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

GETTING STARTED WITH CONJOINT ANALYSIS