{"product_id":"getting-started-with-conjoint-analysis-strategies-for-product-design-and-pricing-research-9780972729741","title":"Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research","description":"\u003cp\u003eAsk people what they want  and they say  \"the best of everything.\" Ask them what they would like to spend  and they say  \"as little as possible.\" Assessing consumer preferences and willingness to pay through direct rating scales  with separate questions about product features and prices  often fails to capture trade-offs that underlie consumer choice.  Conjoint analysis goes beyond simple surveys  providing a more realistic approach to understanding consumer attitudes  opinions  and behavior. Introduced as a fundamental measurement method more than forty years ago  conjoint analysis presents combinations of features and attributes in product profiles and asks people to rank or rate those profiles or to make choices among product profiles.  Do you have questions about the design of a new product? Want to assess the importance of product attributes? Do you need to predict consumer choice acoss a range of existing or potential products? Conjoint analysis may be the answer. Include brand names and prices in the description of product profiles  and you can use conjoint analysis to assess brand equity. Product naming and pricing studies are often conjoint studies.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45648272687157,"sku":"ByrdShop_0972729747","price":65.22,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780972729741.jpg?v=1781715078","url":"https:\/\/atxbooks.com\/products\/getting-started-with-conjoint-analysis-strategies-for-product-design-and-pricing-research-9780972729741","provider":"ATX Books","version":"1.0","type":"link"}