The Value of Conjoint Analysis in Enhancing Experiential Learning

Abstract

The designer of experiential learning simulations faces a dilemma. The simpler the simulation, the easier it is for participants unfamiliar with the simulated situation to grasp the basic issues involved. The more complex the simulation, the more generalizable is the learning experience to realworld situations. Conjoint analysis is a research technique which helps participants assimilate and structure complex issues. Used in conjunction with an experiential learning simulation, the conjoint analysis exercise permits the designer to retain much of the richness of real-life situations, while enabling participants to understand the complex tradeoffs which often characterize such situations.