产品概念交合分析的原理与案例研究

顾客或潜在顾客对新产品的效用、构成新产品的属性的重要度和各水平的效用的评价信息是制定新产品开发战略和技术策略的重要前提。为了解这些信息，目前的理论与实践通常采用的是不符合顾客实际判断环境 的综合方法，结果不理想。本文介绍一种分解法－交合分析法（Conjoint Analysis）的原理及其应用的案例。

Research on the Method and the Case for Conjoint Analysis

The information of utility of a product, importance of attributes and partworth of levels are necessary for developing a new product, but the composite methods similar to us usually fail to mine it. The principles and the case for Conjoint Analysis are introduced in the paper.