A statistical term used in market research to evaluate and compare product attributes, and to discover those most likely to affect buying decisions. The aim of conjoint analysis is to determine what blend of a restricted number of factors is most influential on a respondent’s selection or decision making. A controlled number of possible products or services are revealed to respondents and by analysing how preferences are made between these products, an accurate appraisal of the individual elements creating the product or service can be determined.

See also:
Buying behaviour