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Conjoint analysis
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===Advantages=== * estimates psychological tradeoffs that consumers make when evaluating several attributes together * can measure preferences at the individual level * uncovers real or hidden drivers which may not be apparent to respondents themselves * mimics realistic choice or shopping task * able to use physical objects * if appropriately designed, can model interactions between attributes * may be used to develop needs-based segmentation, when applying models that recognize respondent heterogeneity of tastes
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