Developing a Methodology for Utilizing Sequential Conjoint Analyses to Identify a Customer's Critical Attributes

December 17, 2009 by Gregg Larson

This paper outlines my research into the use of Sequential Conjoint Analyses to perform consumer market research. Specifically, I am attempting to develop a process. To accomplish this, I researched the ‘Voice of the Customer’ and then conducted a set of Pilot Studies on my research using Conjoint Analyses. The goal of the Pilot Tests was not to provide inferential statistics on a specific market; instead it was to test that I may have identified the Critical Attributes to study, and to develop the framework of the market research process.

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