Tutorial | April 2014

Conjoint Analysis: Online Tutorial

by Elie Ofek and Olivier Toubia


The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going through it to not only be able to appreciate the underlying characteristics of the method but also to obtain an interactive experience with the steps involved in constructing, running and, importantly, using conjoint analysis to aid in managerial decision making (such as, segmentation, product design and pricing). The online tutorial contains a number of interactive tasks that engage the students and allow them to practice the material covered. The Conjoint Analysis: Online Tutorial is part of a comprehensive toolkit on conjoint analysis that includes simulation exercises and a practical do-it-yourself guide.

Keywords: Market research; marketing strategy; Conjoint Analysis; Market segmentation; pricing; Marketing Strategy;


Ofek, Elie, and Olivier Toubia. Conjoint Analysis: Online Tutorial. Harvard Business School Tutorial 514-712, April 2014.