A methodology that quantifies how respondents trade off conflicting object characteristics against each other in a compensatory model. For example, alternative products could be presented to subjects with the features varied by experimental design. Subjects would be asked to state their preferences (through ratings, rankings, intentions, or choices). The importance of each feature is assessed by statistical analysis. Software packages are available to aid the process. See Wittink and Bergestuen (2001).

• Wittink, D. R. & T. Bergestuen (2001), “Forecasting with conjoint analysis,” in J. S. Armstrong (ed.), Principles of Forecasting. Norwell, MA: Kluwer Academic Press.