Points to Remember
I present three
choice methodologies in this chapter: Conjoint, Discrete Choice, and
MaxDiff. The highlights of each and how JMP helps you with them are:
Conjoint
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Conjoint is a preference elicitation method, not a choice methodology per se. But it is nonetheless in the Choice Family.
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The JMP DOE/Custom Design platform enables you to create a conjoint or treatment design with an optimal arrangement of attribute levels. These arrangements are “products” that are shown to consumers one product at a time. There preferences for a “product” are elicited, usually on a Purchase Intent or preference scale.
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JMP estimation platforms can be used to estimate part-worth utilities using the design matrix and the consumers’ ...
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