Information Collection
Data for conjoint analysis is most commonly gathered through a market research survey, although conjoint analysis can also be applied to a carefully designed configurator or data from an appropriately design test market experiment. Market research rules of thumb apply with regard to statistical sample size and accuracy when designing conjoint analysis interviews.
The length of the research questionnaire depends on the number of attributes to be assessed and the method of conjoint analysis in use. A typical Adaptive Conjoint questionnaire with 20-25 attributes may take more than 30 minutes to complete. Choice based conjoint, by using a smaller profile set distributed across the sample as a whole may be completed in less than 15 minutes. Choice exercises may be displayed as a store front type layout or in some other simulated shopping environment.
Read more about this topic: Conjoint Analysis (marketing)
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—Griffin Jay, and Harold Young. Stephen Banning (Dick Foran)