Author Profile
Ferrera, Ryan
Conjoint Analysis: Estimating Consumer Preferences
Whitler, Kimberly A.; Steenburgh, Thomas J.; Anik, Lalin; Cian, Luca; Kim, Tami; Ferrera, Ryan; Hills, Winfred
M-1002 | Published August 03, 2020 | 8 pages. Exercise
Collection: Darden School of Business
This exercise walks students through using conjoint analysis to determine customer preferences and price sensitivity using the example of car sales. It includes steps to determine attribute levels, ho... Read More
