You have no items in your shopping cart.

Conjoint Analysis: Estimating Consumer Preferences
Cian, Luca; Anik, Lalin; Kim, Tami; Steenburgh, Thomas J.; Whitler, Kimberly A.; Ferrera, Ryan; Hills, Winfred Exercise M-1002 / Published August 3, 2020 / 8 pages.
Format Price Quantity Select
PDF Download
$3.95
EPUB Download
$3.95
Printed Black & White Copy
$4.50

Product Overview

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.


  • Videos List

  • Overview

    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.

  • Learning Objectives