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Conjoint Methods

Conjoint methods go beyond simple surveys, providing a more realistic approach to understanding attitudes, opinions, and preferences. Introduced as a fundamental measurement method more than forty years ago, conjoint measurement presents combinations of features or attributes in profiles and asks people to rank, rate, or choose among among these profiles.

Conjoint methods have been used extensively in marketing research, providing guidance in product design and pricing. And in the past decade, conjoint survey experiments have become a popular method of analyzing multidimensional political preferences and showing how candidate attributes affect voter support.

References: Conjoint Methods #

  • Bansak, Kirk, Jens Hainmueller, Daniel J. Hopkins, and Teppei Yamamoto. 2021. “Conjoint Survey Experiments”, In Advances in Experimental Political Science, edited by James N. Druckman and Donald P. Green, 19–41. Cambridge UK: Cambridge University Press [ISBN-13: 978-1108745888] Publisher Link.

  • Orme, Bryan K. 2020. Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research (fourth edition), Manhattan Beach, CA: Research Publishers. [ISBN-13: 978-1-60147-115-4] Publisher Link.

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