|
 Design/Methodology:
“Card Based”
Discrete Conjoint. This approach allows the respondent to
rank a number of predefined product attribute combinations.
Depending on the number of attributes X attribute levels,
you can use a full (ie all combinations) or partial factorial
(a ‘balanced sample’ of the combinations). Generally,
respondents will not rank more than 30 cards, with different
product offerings.
Marketing Issues Addressed: |
| Helps measure the importance of various attributes in the marketing mix (eg price level, performance, pack type, brand etc) in the eyes of the consumer and how they trade off different attribute levels in order to choose the final mix. Compares likely preference for different product (& competitors’) offerings at a total target market level and within pre-defined segments. |
Analyses Delivered: |
| Utilities (Importance) of all attributes and the levels of each attribute. Potential preference shares of different product attribute combinations. |
Works With: |
| Should always be used in conjunction with some cluster (segmentation) analysis for reasons above. Can be a stand-alone or can be tagged onto a product or concept test. If the number of product offerings in the design is limited (c.15-18) it can even be part of a U&A. Can be used along with focus groups if there are several in a project (but with care, depending on the range of respondents). |
Back to Top
|
