Conjoint analysis is a set of survey and statistical methods for understanding people’s choice processes and the factors that influence them. This workshop will introduce the basic concepts of conjoint analysis and methods for statistical analysis of conjoint data. Methods will be illustrated through examples in R, and options for implementing conjoint analysis in other software will be discussed. Topics covered will include:
- Principal types of conjoint analysis (ratings-based, choice-based, adaptive)
- Designing efficient conjoint studies
- Statistical modelling methods (linear regression, multinomial logit model, hierarchical Bayesian methods)
- Estimating part-worth utilities