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A Do it Yourself Guide (Spanish version)
Ofek, Elie; Toubia, OlivierCase HBS-518S17MarketingConjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide practical guidelines for designing, conducting and analyzing a conjoint analysis survey. The note discusses the six steps needed to effectively run a conjoint analysis study, and i...Starting at €8.20