The aim of this paper is to demonstrate the use of conjoint analysis (CA)
in health services research. Conjoint analysis is first explained, with
emphasis on the history of the technique, followed by an explanation of how to
carry out such a study and how the results from such a study can be used. The
technique is demonstrated with reference to a study that looks at the benefits
of in vitro fertilization. It is shown how CA can be used to estimate the
relative importance of attributes, the trade-offs individuals make between
these attributes, willingness to pay if cost is included as an attribute, and
utility or benefit scores for different ways of providing a service. The paper
then considers the potential advantages of CA over other, more commonly used
benefit assessment instruments. Finally, there is discussion of the issues
raised in the design and analysis of CA studies. It is concluded that these
issues must be addressed before the technique becomes an established
instrument for technology assessment.