| The purpose of this article was to introduce the basic concepts, calculation methods, two examples and the method of analyzing examples with SAS software related to the conjoint analysis. Basic concepts included utility and part-worth utility, relative importance weights, profiles and full profiles, orthogonal design and uniform design; the calculation methods involved the basic idea, basic model, calculation and implementation steps of part-worth utility; the two examples were "computer attributes and levels" and "tire attributes and levels"; with the help of SAS software, the data in the two examples were analyzed by using the conjoint analysis, separately, and an explanation was given for the output results. |