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Conjoint analysis (CA) is a quantitative technique used to elicit preferences. When faced with multiple alternatives, people often make decisions by making trade-offs between the specific features of competing products. CA derives preferences by examining these trade-offs through a series of rating, ranking, or choice tasks. Data generated from CA studies can then be used to determine which combination of features should be most preferred by each respondent.

CA was originally described by Luce and Tukey in 1964 and has since been widely used in market research, in economics, and most recently to examine preferences for competing programs, services, and treatment options in healthcare. This technique is based on three main assumptions. The first is that each product is a composite of different attributes and that ...

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