Business Analytics iCademy: Conjoint Analysis in R

In this course we will introduce conjoint analysis, which is a technique that analyzes respondents’ preferences to better understand how individuals combine and weigh different attributes. We will first introduce the concept of conjoint analysis, as well as part-worth utilities. We will then review different approaches for conducting conjoint analysis before focusing our attention on classical conjoint analysis. Finally, we will conclude by performing a conjoint analysis in R with fictitious data. Learning Outcomes - Upon successful completion, you will be able to: - Identify the purpose of conjoint analysis - Review various types of conjoint analysis - Consider strengths and weaknesses of various conjoint analysis designs - Perform a conjoint analysis in R, and interpret the result