What you’ll learn in this course

What is conjoint analysis? When should you use it? How do you compare it to other data analysis options, including MaxDiff? If clients ask about it, how can you help them understand its benefits and limitations? What tools are available for conducting conjoint analysis?

In this market research training course, Instructor Jeff McKenna teaches students basic concepts and usage scenarios. Thanks to this course, you will be able to consider and discuss conjoint analysis and MaxDiff with confidence. 

This class does not include programming; it is intended for the project manager who would be working with a data analyst or statistician for the actual hands-on programming. The class does include demos and screenshots.

Upon course completion, you will be able to: 

  • Understand when to use conjoint analysis & related methods
  • Guide clients on questionnaire design implications when using these methods
  • Read basic data analysis output
  • Explain the benefits and limitations of different data analysis options
  • Consider Software Options

As a student, you get lots of helpful videos, readings and reference material.

Take a look inside the course

  • 1


    • Getting Ready to Rock!

    • Access Your Live Events & Amp Up Your eLearning

  • 2

    Getting Started: Foundational Concepts

    • 15-minute Pre-Lecture: Why Market Researchers Use Trade-off Techniques [Action Required]

    • Quiz: Trade-off Analysis [Action Required]

  • 3

    Module 1: Conducting Trade-Off Analysis

    • Lesson Plan

    • Conducting Trade-Off Analysis [Lecture]

    • Conducting Trade-Off Analysis [Slide Viewer]

    • Conducting Trade-Off Analysis [Slide File Download]

    • Short Reading: MaxDiff or Conjoint – What IS the Difference?

  • 4

    Module 2: Conjoint & Discrete Choice Analysis

    • Lesson Plan

    • Conjoint & Discrete Choice Analysis [Lecture]

    • Conjoint & Discrete Choice Analysis [Slide Viewer]

    • Conjoint & Discrete Choice Analysis [Slide File Download]

    • Conjoint Analysis Project Challenges [Downloadable Job Aid]

  • 5

    Module 3: Analyzing Results

    • Lesson Plan

    • Analyzing Results [Lecture]

    • Analyzing Results [Slide Viewer]

    • Analyzing Results [Slide File Download]

    • Checkpoint A: Payment Card Discrete Choice [Action Required]

  • 6

    Module 4: MaxDiff Analysis

    • Lesson Plan

    • MaxDiff Analysis [Lecture]

    • MaxDiff Analysis [Slide Viewer]

    • MaxDiff Analysis [Slide File Download]

    • Conjoint Course Glossary [Downloadable Job Aid]

  • 7

    Bonus Resources

    • Recommended Reading & Viewing

  • 8

    Final Assessment

    • Your Rockstar Status Awaits: Final Assessment

  • 9

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Jeff McKenna

Founder, MCK Insights

Industry veteran, Jeff McKenna, is the founder of MCK Insights and he provides a deep background in the design and delivery of market research projects, particularly in the area of data processing, advanced methodologies and data reporting. He has years of experience in new product development, segmentation, brand development, customer satisfaction and tracking projects. And Jeff has delivered strategic and actionable solutions to clients at all levels in client organizations (from market researchers to CEOs), including complex customer experience, segmentation, brand tracking and integrated EFM programs. He has designed and delivered CX programs for several Fortune 500 companies, incorporating customer feedback with several other internal data sources. He has designed and implemented reporting platforms used by thousands of service and marketing managers in multiple industries. More than simply delivering data, each solution enables users to prioritize action planning and estimate financial value associated with different performance levels. Jeff has a BA in Sociology/Anthropology from Swarthmore College and an MBA from The George Washington University.

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.

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