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conjoint analysis or stated preference analysis is a statistical technique that originated in mathematical psychology today it is used in many of the social science and applied science including marketing product management and operations research lets assume you go to a shop to buy a smartphone or mp3 player now the sales person tells you you can either get the model with 32 gigabyte of the shelf or you get a model with 64 gigabyte but then you have to wait one week for the delivery now the question is what is your preference your preference for one of the alternatives will reveal the part worth utilities of individual attributes in our example attribute one is the memory size and attribute tool the delivery time when you choose model a it will show that you put higher emphasis on your short delivery time choosing model B will reveal your higher emphasis on a large memory size so in a conjoint analysis the part worth utilities of individual attributes in our case memory size and deli