Abstract: The conjoint analysis is a quantificational method of studying the consumers’ preferences. It has been playing a more and more important role on consumer behavior since its origination, and it has been developing rapidly in no more than forty years. This paper firstly introduces the basic concept of conjoint analysis, then focuses on its principle, process and development, and finally makes a brief summary of its future direction.

Key words: conjoint analysis, preference model, orthogonal design, product simulation