Порівняння методів

	Конjoint-аналіз	Mixed Logit
Галузь	Планування експерименту	Економетрика
Родина	Hypothesis test	Regression model
Рік появи	1978	2000
Автор методу	Paul E. Green & V. Srinivasan	Daniel McFadden & Kenneth Train
Тип	Decomposition-based utility estimation	Random-parameters discrete choice model
Основоположне джерело	Green, P.E. & Srinivasan, V. (1978). Conjoint analysis in consumer research: Issues and outlook. Journal of Consumer Research, 5(2), 103–123.	Train, K. E. (2009). Discrete Choice Methods with Simulation (2nd ed.). Cambridge University Press. ISBN: 978-0-521-74738-7
Інші назви	CBC conjoint, choice-based conjoint, adaptive conjoint analysis, full-profile conjoint	Random Parameters Logit, Mixed Multinomial Logit, Error Components Logit, Karma Logit Modeli
Пов'язані	6	3
Підсумок	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.	The Mixed Logit model, introduced formally by McFadden and Train (2000) and elaborated in Train (2009), is a flexible discrete choice framework that allows preference parameters to vary randomly across decision-makers. By integrating standard logit probabilities over a mixing distribution of coefficients, it overcomes the restrictive independence of irrelevant alternatives (IIA) property and accommodates unobserved taste heterogeneity, panel data correlation, and complex substitution patterns across alternatives.