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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).
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