An Introduction to Choice-Based Conjoint Analysis (Discrete Choice Experiments)
Faculty - Jennifer Whitty, PhD
This module provides an introduction to conjoint analysis as a method to elicit preferences in a health care setting. It is intended for those with little or no familiarity with conjoint analysis methods, but who want to learn more to enable them to interpret and critique published conjoint analysis studies or are taking their first steps in developing a conjoint analysis study themselves. The module describes conjoint analysis as a method, its theoretical basis, why it is useful and how it has been used. The module introduces rating and ranking format conjoint analysis, but will focus on choice-based format as the commonest method applied in practice in health care. An introduction to the methods available to design and analyze choice-based conjoint analysis experiments will be provided, with an indication of considerations that might be important when selecting an approach. The module will outline good research practice in conjoint analysis studies, the potential role of conjoint analysis in clinical and policy practice, and the research frontier. The ISPOR Good research practice guidelines on conjoint analysis in health care are used as a framework; however, participants are also introduced to alternatives guidelines. Practical examples and case studies of conjoint analysis in research and practice from the authors own experience and from the literature are used to illustrate the key learning points.