Intimidating terms to those not fully doused in the language of marketing research, conjoint and discrete choice modeling are nonetheless often and debated techniques that have been the subjects of many a conference and paper. And, for good reason. Essentially, they consist of several sets of independent purchasing scenarios in which, for each one, the respondent is asked what they would do (i.e., how they would behave). For example, one set might have a product characterized by (a) low price, as well as (b) its having had little promotion. The next would have this product characterized by (a) high price, as well as (b) its having had a good deal of promotion. At the end of the exercise, the idea is that you have a mathematical model that reflects how consumers would decide about a purchase in the real world, confronted with similar choices.