Analytical Attributes

Approaches:
Trade-Off Analysis and
Qualitative Techniques
Trade-Off Analysis
• The name of the one of the most
common analytical tools used to assess
trades-offs.
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None Hazelnut Caramel Walnut Hickory

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Mild Medium Strong

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Very Weak Suggestive Regular Aromatic

• We begin illustrating a full-profile conjoint
analysis, that is, one for which we obtain
information on all possible levels of all the
product's attributes.
• One should know what the determinant attributes are before doing the
conjoint analysis.
• Respondents should be familiar enough with the produc category and
the attributes to be able to provide meaningful data on preference or
purchase likelihood.
• The firm should be able to act on the results; in other words, actually
develop a product that delivers the combinations of attributes preferred
in the joint analysis.
• Sometimes the decision problem just has
too many attributes, and it cannot be
easily solved using full-profile conjoint
analysis.
• Developed by Sawtoth Software, shows only a
few attribures at a time to the respondent and
adapts to the respondent as the conjoint
exercise goes on.
• It can be usedin concept as well. These are
either static pictures of the prototypes, or video
clips, that simulate the product in action, which
can be presented to respondents via the
Internet.