konjointní

Konjointní, often rendered in English as conjoint, is a term used in various fields, most notably in statistics and experimental design. It refers to a type of analysis or study where multiple attributes or factors are considered simultaneously. The core idea is to understand how individuals make choices or form preferences when faced with options that differ across several characteristics.

In conjoint analysis, respondents are presented with a series of hypothetical products or profiles, each described by a set of attributes at different levels. For example, a consumer might be asked to choose between different mobile phones, where the attributes could be brand, price, screen size, and camera quality. By observing the choices made, researchers can infer the relative importance of each attribute and the utility or value consumers place on each specific level. This allows for the decomposition of overall preference into the sum of utilities of individual attributes.

This methodology is widely applied in market research to understand consumer preferences, predict market share, and inform product development and pricing strategies. It is also used in fields like psychology and social sciences to study decision-making processes and attitudes. The "konjointní" approach provides a powerful way to disentangle the effects of multiple variables and understand complex preferences.