Get Complete Overview Of DCM And Conjoint Models

Get Complete Overview Of DCM And Conjoint Models

Discrete choice and conjoint are the two common methodologies that are widely used in businesses all across the world. Both of these processes come with their own set of benefits and drawbacks. As the need of every business is different, it is required to compare and contrast discrete and conjoint choice and the right time to use it.

A lot of people want to know is DCM just another way to say conjoint analysis? To answer this question, let us learn about the discrete-choice model and conjoint analysis in detail.

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What is the Discrete Choice model?

In the discrete choice model, respondents consider several profiles simultaneously. They are exposed to a wide range of choice tasks and asked what profile they are likely to buy. The determination of the result is done after measuring the impact of the attributes on choice.

The analysis considers the levels of the chosen profile and those profiles that weren’t selected. This analysis produces a measure of the significance of each attribute, as well as the strength of influence of different levels of each attribute.

The discrete choice methodology is currently used in three main forms such as the conventional approach, complex versions of the conventional approach, and the conventional approach that are improved by Hierarchical Bayes projection.

What is the conjoint model?

In the case of the conjoint model, respondents assess the configurations of any product independently of one another. In this analysis, the impact of the attributes on the profile assessments is computed.

The conjoint analysis computes a measure of the relative significance of each attribute, along with the computation of the strength of influence of every level of every attribute.

Conjoint analysis is performed in two ways: the conventional approach and adaptive conjoint. The analysis makes it simpler to identify the highly preferred configuration. If price attributes and cost information is available, then the most lucrative combination of features can be easily determined.

When are discrete choice and conjoint models used in a business?

Discrete choice and Conjoint models are frequently used in the below situations:

  • Designing new products or modifying existing ones.
  • Estimating the most appropriate price of a product.
  • Estimating brand equity.

What are the common applications of discrete choice and Conjoint?

The common uses of discrete choice and conjoint methods are:

  • Measure the significance of the attributes.
  • Optimize the product configuration.
  • Understand price sensitivity.
  • Optimize the prices and configurations of the products that are comprised in a portfolio.
  • Simulate the impact on the market share of a predicted change in the prices or products of the competitor.


When it comes to deciding between discrete and Conjoint model, there are some factors to consider.

Conjoint is suggested over discrete choice model when:

  • The competition doesn’t require to get considered at this level in the research.
  • The competition can’t be identified with adequate specificity for research objectives
  • The number of participating competitor brands is very large such that a discrete choice study would be very expensive and large.

Discrete Choice is suggested over conjoint when:

  • Brand market share simulations are needed,
  • When a brand is trying ways to configure a portfolio