Conjoint analysis method that minimizes the number of profile cards

Abstract

Conjoint analysis is an effective method for use in deciding on a product concept. However, when numerous items are being surveyed, the number of profile cards shown to survey respondents increases and responding becomes more difficult. This makes it necessary to restrict the number of items being surveyed. This paper proposes a method of analysis that makes it possible to use a lower number of profile cards than that provided by the orthogonal design of experiment even when a large number of items is being surveyed. An Internet survey of 1,600 consumers using this method indicated that it generated identical analytical results to those produced when the orthogonal design of experiment was used. © 2011 Springer-Verlag.