Deanonstrating the Managerial Benefits of Conjoint Analysis: An In-Class Exercise for Marketing Students

Abstract

An exercise is described which helps students understand the benefits of conjoint analysis. The exercise may be used with undergraduate students who have little or no statistical background or may be adapted for students with a basic understanding of ANOVA and/or regression techniques. The exercise has proven effective in communi cating the variety of benefits available from the results of a conjoint study and the principal ideas underlying the calculation of conjoint results.