Disadvantages
- designing conjoint studies can be complex
- with too many options, respondents resort to simplification strategies
- difficult to use for product positioning research because there is no procedure for converting perceptions about actual features to perceptions about a reduced set of underlying features
- respondents are unable to articulate attitudes toward new categories, or may feel forced to think about issues they would otherwise not give much thought to
- poorly designed studies may over-value emotional/preference variables and undervalue concrete variables
- does not take into account the number items per purchase so it can give a poor reading of market share
Read more about this topic: Conjoint Analysis (marketing)