This book introduces the fundamental principles and practical applications of conjoint analysis for market research and business strategy. It is designed for professionals and students seeking to understand how to measure consumer preferences and predict market response to new products or services, utilizing statistical modeling and survey design.

The book is recognized as a practical guide for understanding and implementing conjoint analysis. Its focus on methodology and application makes it a valuable resource for practitioners in market research and marketing. The content is structured to provide a clear path from study design to actionable insights, suggesting it is well-suited for those new to the technique or seeking to refine their existing knowledge.