multivariate statistical technique which analyses preferences for various combinations of attributes: e.g. "Would you rather have a can of cold fizzy soft drink, a glass of claret, or a cup of coffee with cream?' Conjoint analysis (derived from co nsidering joint ly) would separate out preferences for hot vs cold drinks, alcoholic vs non-alcoholic, colour, and container. Related to choice modelling. The information can come from either databases (see revealed preferences) or questionnaires (see stated preferences).