Editing Conjoint analysis (section)

==Advantages and disadvantages==
===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

===Disadvantages===
* designing conjoint studies can be complex
* when facing too many product features and product profiles, respondents often resort to simplification strategies
* difficult to use for product positioning research because there is no procedure for converting perceptions about actual features to perceptions about a reduced set of underlying features
* respondents are unable to articulate attitudes toward new categories, or may feel forced to think about issues they would otherwise not give much thought to
* poorly designed studies may over-value emotionally-laden product features and undervalue concrete features
* does not take into account the quantity of products purchased per respondent, but weighting respondents by their self-reported purchase volume or extensions such as volumetric conjoint analysis may remedy this