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Conjoint Analysis: Estimating Consumer Preferences

Cian, Luca ; Anik, Lalin ; Kim, Tami ; Steenburgh, Thomas J. ; Whitler, Kimberly A. ; Ferrera, Ryan ; Hills, Winfred

M-1002 | Published August 03, 2020 | 8 pages Exercise

Collection: Darden School of Business

This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More