conjoint analysis
a method of assessing behavioral choices in which participants are compared on pairs of attributes that have been selected by the researcher as potential explanations or predictors of such choices. For example, an investigator looking at vacation preferences might choose to examine such attributes as warm versus cold climates, hotels versus bed-and-breakfast accommodations, destinations in the United States versus destinations in Europe, and so forth. Conjoint analysis is used particularly in studies of consumer decision making.