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Trade-Off Analysis

A method of presenting stimuli to respondents in which service/product attributes are depicted two at a time and respondents rank all combinations of the levels in terms of preference.

The trade-off methodology compares service/product attributes two at a time by ranking all combinations of levels. There are several advantages associated with the adoption of the trade-off methodology. Trade-off methodology is simple for the respondent to understand as the practice of presenting two attributes at a time avoids information overload associated with many conjoint methodologies.

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