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CONJOINT ANALYSIS AS A STATISTICAL TOOL FOR STUDYING CONSUMER BEHAVIOUR. CHARACTERISTICS, TYPES AND EXAMPLES OF USE

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Tekień A., Gutkowska K., Żakowska-Biemans S.
Metody Ilościowe w Badaniach Ekonomicznych
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2018
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vol. 19
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issue 4
452-461
EN
Conjoint analysis is a statistical method popular in marketing research. It allows to analyze the combined effect of many product attributes in order to look into consumer's willingness to purchase. An important advantage of this method is the ability to examine respondents' preferences without usage of the questionnaire with declarative answers. The article presents the most important types of conjoint analysis, their characteristics and examples of application. It also looks for new development paths for conjoint analysis and consumer sciences.
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