Skill Introduction

In this course we will introduce conjoint analysis, which is a technique that analyzes respondents’ preferences to better understand how individuals combine and weigh different attributes. 

We will first introduce the concept of conjoint analysis, as well as part-worth utilities. We will then review different approaches for conducting conjoint analysis before focusing our attention on classical conjoint analysis. Finally, we will conclude by performing a conjoint analysis in R with fictitious data.



Learning Outcomes

Upon successful completion, you will be able to:

  • Identify the purpose of conjoint analysis

  • Review various types of conjoint analysis

  • Consider strengths and weaknesses of various conjoint analysis designs

  • Perform a conjoint analysis in R, and interpret the results

Course curriculum

  • 1

    Orientation

    • Interview with Monica Penagos - Conjoint Analysis

    • Introduction to the Skill

    • Glossary
  • 2

    Content and Activities

    • Introduction to Conjoint Analysis

    • Data Collection Methods

    • Types of Conjoint Analysis

    • Knowledge Check 1

    • Part-Worth Utilities

    • Ferry Fares Example

    • Selecting Attributes and Levels

    • Knowledge Check 2

    • R Example - Setup

    • R Example - Part 1

    • R Example - Part 2

    • Knowledge Check 3
  • 3

    Application Exercises

    • Instructions

    • Exercise Files

    • Debriefing
  • 4

    Summary

    • Conclusion

    • Final Quiz

    • Survey Instructions

    • Feedback Survey

    • Survey Verification

    • Next Steps

Begin your learning today.