Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • August 2014
  • Technical Note
  • HBS Case Collection

Conjoint Analysis: A Do it Yourself Guide

By: Elie Ofek and Olivier Toubia
  • Format:Print
  • | Language:English
  • | Pages:17
ShareBar

Abstract

Conjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide practical guidelines for designing, conducting and analyzing a conjoint analysis survey. The note discusses the six steps needed to effectively run a conjoint analysis study, and includes advice on best practices to follow and what pitfalls to avoid. Several user-friendly Microsoft Excel spreadsheets accompany this note and can be used as aids when implementing and analyzing a conjoint study.

Keywords

Market Research; Conjoint Analysis; Consumer Preferences; Segmentation; Product Development; Demand Measurement; Demand and Consumers; Analysis; Markets

Citation

Ofek, Elie, and Olivier Toubia. "Conjoint Analysis: A Do it Yourself Guide." Harvard Business School Technical Note 515-024, August 2014.
  • Educators
  • Purchase

About The Author

Elie Ofek

Marketing
→More Publications
Related Work
    ǁ
    Campus Map
    Harvard Business School
    Soldiers Field
    Boston, MA 02163
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College