ABSTRACT
This chapter discusses Conjoint analysis, a traditional methodology for measuring attribute importances. Conjoint analysis is only useful in the early stage of product development, and should be viewed as a methodology that will be superseded by another in the next stage of product development. The statistical objective for conjoint analysis is the estimation of the part-worth utilities, one part-worth for each level of each attribute. For conjoint analysis, two procedures are required: All statistical software packages implement OLS to varying degrees of sophistication so any package can be used. Since conjoint analysis is materialistically focused with the emotional aspect absent, another approach is needed that captures this emotional aspect. Conjoint analysis is useful because it helps to identify the product attributes that are important to the customers who will buy and use the product.
