What is Conjoint Analysis in Marketing?

Learn Conjoint Analysis definition in marketing with explanation to study “What is Conjoint Analysis”. Study conjoint analysis explanation with marketing terms to review marketing course for online MBA programs.

Conjoint Analysis Definition

  • A method for deriving the utility values that consumers attach to varying levels of a product's attributes.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Conjoint Analysis Explanation

Conjoint analysis is a marketing technique in which survey based statistical method used to capture consumers reaction on different attributes includes; quality, feature, working, specifications, benefits, which combines to make a product or service. It is one of the famous and advanced technique helps to determine consumer's product purchase decision.

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