Published evidence of the validity of conjoint analysis techniques has been sparse, rarely based on data collected for any real marketing purpose, and consisting mainly of unrealistically small simulation experiments (three to six attributes). This paper describes a successful validation of Sawtooth Software's Adaptive Conjoint Analysis (ACA) via independent concept testing. Across four differe...

Conjoint analysis, which aims to uncover the optimal combination of attributes influencing customer choice, is widely used by marketers to predict the success of new product and service introductions. In recent years, researchers have incorporated considerable mathematical sophistication into conjoint models and extended its domain to diverse areas such as pricing, market share, profitability, ...

In response to the need for more rapid and iterative feedback on customer preferences, researchers are developing new web-based conjoint analysis methods that adapt the design of conjoint questions based on a respondent’s answers to previous questions. Adapting within a respondent is a difficult dynamic optimization problem and until recently adaptive conjoint analysis (ACA) was the dominant me...

the machine made carpet industry is one of the main and most famous industries in iran and especially in the city of yazd. however there is little information about customer preferences for different attributes of this product. in this article we tried to estimate the relative importance of the main attributes affecting customer desire for purchasing machine made carpet and the utility values f...

Conjoint analysis is one of the mostly used methods in the analysis of preferences and the prediction of choices. Today, most applications of conjoint analysis use paired comparisons. Paired comparisons on a graded scale are a substantive element of the adaptive conjoint analysis (ACA), a computer supported procedure that is predominantly used in marketing research. Contrasting this heavy appli...

A common trade-off in product design is form versus function. While function is typically analyzed and understood quite well, user preferences for the visual shape of a form are not. Product shape has become an increasingly important market differentiator, and so the need for better shape preference analysis has also increased. Conjoint analysis and PREFMAP are preference assessment techniques ...