Sawtooth Solutions #2: 1996 Fall

Which Conjoint Method Should I Use?

Conjoint analysis has become one of the most widely used quantitative tools in marketing research. When used properly, it provides reliable and useful results. We hope you have had successful experiences with conjoint analysis. If you have been involved with many conjoint studies, you've probably discovered that each is unique. Just as the golfer doesn't rely on a single club, the conjoint researcher should weigh each research situation and pick the right combination of tools.

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