What is Conjointedness

A recent feature in the Qualtrics® Research Core Platform 2018 (or Qualtrics Research Suite) is a basic self-explicated conjoint analysis, which is a research method to understand respondent preferences in a real-world context with limited available features and selection tradeoffs at respective price points. This chapter will introduce the basic self-explicated conjoint analysis tool and how to design questions for this, how to deploy the conjoint analysis (as either part of a larger survey or as a stand-alone survey), and how to analyze and use the resulting data. This chapter will describe the assertability of the findings based on the back-end factorial statistical analysis and suggest ways to explore beyond the initial conjoint analysis.