6.3
Conjoint Analysis
A method that infers the hidden weight a buyer places on each attribute and on price by observing forced choices between whole product bundles.
Green & Rao (1971), on Luce & Tukey's conjoint measurement (1964)
What it does
Forces choices between whole bundles and decomposes the implicit weight of each attribute and of price. The only serious way to measure trade-offs without asking about them directly.
When it breaks
Expensive, sensitive to design error, needs real sample. Past a certain attribute count respondents fatigue and the data degrades.
Case
Marriott designed Courtyard from scratch with a large hybrid conjoint study — 601 respondents evaluating 50 attributes across seven facility factors. The chain was projected at over $200m in annual revenue and the team won the 1988 Edelman Prize.
Interfaces — Courtyard by Marriott ↗Diagram — not yet drawn
Two product bundles shown as a forced choice, with the derived attribute weights falling out below — the decomposition, not the survey screen.
In the wild
Unvetted · not part of the tier assessment
What has been written about this tool in the last twelve months. Machine-retrieved and unchecked — everything above this line was checked.
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