Methods

We provide additional material for each method to ease the understanding and to improve your learning experience.

Conjoint analysis and choice-based conjoint (CBC) analysis

Example | Educational science

What are the drivers of students’ preferences when choosing an institution for higher education?

Example | Business

How should a smart home be designed?

Example | Healthcare

What are women's preferences for miscarriage management?

Example | Political science

Does electoral violence affect voter choice and willingness to vote?

Conjoint analysis measures and estimates consumers’ preferences for objects (e.g., chocolate truffles, e-reader). When we gather consumers’ preferences with the help of ordinal or metric scales, we refer to the traditional conjoint analysis. If we ask consumers to make choices, we speak of choice-based conjoint (CBC) analysis.

Ultimately, we would like to find out how important specific attributes (e.g., flavor, display size) are, and what attribute levels (e.g., vanilla, 6 inches) consumers prefer.