Conjoint analysis is a technique that allows managers to analyze how customers make trade-offs. It can be used to understand how customers make trade-offs in benefits (and thereby can be used to ...
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A New Way to Understand Customers: The Conjoint Analysis Journey
When FreshSense, a mid-sized packaged goods company, decided to launch a new line of healthy snack bars, excitement buzzed ...
For the purposes of this example, consider a purchase of a notebook computer. Below are 8 options for this computer. They differ in 3 basic benefits (weight, the length of the battery life, and the ...
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