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Getting Started with Conjoint Analysis: Strategies for Product Design and Product Research

Many of you have asked about where one can find a good introductory book on conjoint analysis. Until now we didn't have a good answer, as available books on conjoint analysis have been somewhat technical and academic. Some textbooks have offered introductory chapters on conjoint analysis, but a more substantial and accessible treatment has been needed. We are pleased to announce the availability of a new introductory book on conjoint analysis, written by Sawtooth Software President Bryan Orme (publisher: Research Publishers LLC).
Read the review from Marketing Research Magazine, Winter 2005
This 164-page book assembles and updates introductory white papers that have been available on our website. There are substantial new sections, including a 50-page glossary of terms, and two new chapters.
Paul Green (Professor Emeritus of Marketing, University of Pennsylvania) and the "father of conjoint analysis" wrote the foreword for Getting Started with Conjoint Analysis. He writes: "Getting Started with Conjoint Analysis is a practical no-nonsense guide to what happens when one designs, executes, and analyzes data from real marketplace problems. It should appeal to academics and consultant-practitioners alike. The book is easy to follow, while at the same time being almost encyclopedic in its coverage of topics ranging from study design to the presentation of results to clients."
The cost is $25 per book, plus shipping.