Conjoint Analysis: Estimating Consumer P...
Cian, Luca, Anik, ...
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 3, 2020 | 8 pages Exercise
Collection: Darden School of Business
Product Details
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, holdout concepts, training concepts, part-worth utilities, and validating the results. The students are tasked with designing their own conjoint experiment using the associated Excel workbook.
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