Conjoint analysis: using a market-based research model for healthcare decision making.

Background: Conjoint analysis is a market-based research model that has been used by businesses for more than 35 years to predict consumer preferences in product design and purchasing. Researchers in medicine, healthcare economics, and health policy have discovered the value of this methodology in determining treatment preferences, resource allocation, and willingness to pay.

Objectives: To describe the conjoint analysis methodology and explore value-added applications in nursing research.

Methods: Conjoint analysis methodology is described, using examples from the healthcare and business literature, and personal experience with the method.

Implications: Nurses are called upon to increase interdisciplinary research, provide an evidence base for nursing practice, create patient-centered treatments, and revise nursing education. Other disciplines have met challenges like these using conjoint analysis and discrete choice modeling.