Conjoint analysis is one of the most popular quantitative methods in Marketing Research. The popularity of Conjoint Analysis is well deserved. Conjoint Analysis has in many cases replaced concept testing because it is more effective.         The problems with traditional product testing were shown dramatically in 1985 when Coca Cola carried out market research at a cost of $4 million, looking for a new formulation to replace the classic Coke. Despite the fact that the New Coke was preferred to Classic Coke by 55% of people in taste tests, the alienation of a significant number of consumers who preferred the classic formulation resulted in a public outcry by Coca Cola loyalists. Basically they were saying to America don't mess with our Coke... [Read More]