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Consumer Insights. Market Innovation.


What is Discrete Choice Conjoint?

Unlike traditional conjoint analysis where respondents rate one product at a time, in discrete choice conjoint they choose between different product offerings.

The use of choice makes this more realistic and hence can provide better data. Until a few years ago discrete choice conjoint had computational problems that made it difficult to use. More recent advances have overcome this difficulty and now it is one of the most widely used conjoint procedures.

Read TRC White Paper about the Use of Discrete Choice Conjoint Analysis.


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