Alternative methods for combining design variables and consumer preference with information about attitudes and demographics in conjoint analysis

This paper is about methods for combining design variables, consumer preference and additional information about consumers in conjoint analysis. Methods which are based on combination of ANOVA and PCA will be given main attention. Advantages and disadvantages of the methods will be analysed. The methods will be illustrated using an example from a conjoint study of dry cured ham. The methods tested give similar information about tendencies, but in different ways.