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	Konjointanalys	Randomiserad kontrollerad studie (RCT)
Ämnesområde	Försöksplanering	Försöksplanering
Familj	Hypothesis test	Hypothesis test
Ursprungsår	1978	1948
Upphovsperson	Paul E. Green & V. Srinivasan	James Lind (early precursor, 1747); modern formulation: Austin Bradford Hill & Medical Research Council (1948)
Typ	Decomposition-based utility estimation	Interventional comparative study
Ursprungskälla	Green, P.E. & Srinivasan, V. (1978). Conjoint analysis in consumer research: Issues and outlook. Journal of Consumer Research, 5(2), 103–123.	Schulz, K.F., Altman, D.G., Moher, D., for the CONSORT Group (2010). CONSORT 2010 Statement: Updated Guidelines for Reporting Parallel Group Randomised Trials. BMJ, 340, c332.
Alias	CBC conjoint, choice-based conjoint, adaptive conjoint analysis, full-profile conjoint	RCT, randomised controlled trial, clinical trial, Randomize Kontrollü Çalışma (RCT) Tasarımı
Närliggande	6	7
Sammanfattning	Conjoint analysis is a preference-measurement technique that decomposes overall product evaluations into the separate utility values — called part-worths — that respondents assign to each attribute level. Formalised by Green and Srinivasan in their seminal 1978 Journal of Consumer Research paper, the method has become the dominant tool in marketing research and product design for quantifying what buyers truly trade off when they choose between options.	A randomized controlled trial (RCT) is the gold standard experimental design in clinical and health research, in which participants are randomly allocated to a treatment group or a control group so that the effect of an intervention can be measured with the highest possible degree of internal validity. The modern parallel-group RCT was formalized by Austin Bradford Hill and the Medical Research Council in their landmark streptomycin trial of 1948, and its reporting is governed today by the CONSORT 2010 guidelines (Schulz et al., 2010).