Conjoint analysis oder auch Conjoint-Measurement ist ein Multivariates-Verfahren und wird ermittelt aus Gesamturteilen (Präferenzen, Präferenz-Strategie) den Beitrag einzelner Merkmalsausprägungen.
To assess a new product, for example, consumers are given combinations of characteristics of product properties in the form of drafts or descriptions. The test persons have to arrange them according to their preference. In contrast to direct and isolated product assessments based on individual attributes, conjoint analysis / conjoint measurement has the advantage that the test persons assess product wholes or simultaneously (conjoint) weigh characteristics before they come to a judgment.
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