Stated Preferences Analysis Using Conjoint Analysis Method and Conjoint R Package

Two groups of research methods are used in the decompositional approach to stated preferences - conjoint analysis methods and discrete choice methods. The most commonly applied traditional conjoint analysis method is an example of the first group. Because of its computational complexity, practical application of conjoint analysis requires using appropriate commercial or non-commercial computer software. The purpose of the paper is to present the traditional conjoint analysis method and discuss its implementation in the form of conjoint package for R program, which with CRAN packages, is currently one of the most important non-commercial computing environments for statistical data analysis. In addition to the detailed characteristics of the individual conjoint R package functions, the paper also presents the application of conjoint package in marketing research with the interpretation of the selected results, based on the example of measuring and analyzing stated preferences of beer consumers.