Conjoint Measurement Analysis

It only remains, therefore, to discover what is wanted by this German who writes upon Bohemian paper, and prefers wearing mask to showing his face. Sherlock Holmes in “A Scandal in Bohemia” Conjoint measurement analysis is a technique to investigate the utilities attributes to certain factor levels. It is heavily used in marketing and in the analysis of consumer preferences. The statistical core of conjoint measurement analysis is ANOVA in a linear model with a specially constrained design matrix X.


Linear Regression Model Factor Level Design Matrix Consumer Preference Statistical Core 
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© Springer Science+Business Media, LLC 2007

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