Understanding Conjoint Analysis Conjoint Analysis helps marketers better understand the choices that consumers make. A well- designed conjoint analysis experiment provides an estimate of the relative importance and level of attributes to a consumer microsegment. Conjoint experiments require consumers to make trade-offs among various attributes to estimate a consumer's underlying choice structure. In this exercise, we're using the output from the CONJOINT ANALYSIS tool (guided study). Please review the results from the study and answer the questions below: Study Results for Guided - 4F - Price, Engine (HP) 9 Rankings Price/Engine (HP) 100 140 180 220 28,000 7 3 3 32,000 8 5 5 36,000 15 11 11 40,000 16 13 10 13 Parts-Worth Analysis Price (61% Importance) Engine (HP) (39% Importance) 28,000 +0.30 100 -0.20 32,000 +0.20 140 +0.02 36,000 -0.20 180 +0.17 40,000 -0.30 220 +0.02