Conjoint analysis is increasingly used in the applied consumers choice of products and services. This method is widely applied in many market research projects. In this thesis, we used the conjoint analysis applied to consumers choice of tablets as a case study.We wanted to know what are the main factors of choosing a tablet for buying. Design of experiment is used in this thesis as a principal tool for finding the features of a tablet. A 25−1 fractional factorial design with two levels is the main study design used in this thesis. R programming language is used for the analysis in this thesis, using both self coding and built-in functions in R.Three different responses are used in this thesis, which is mainly mean, variance and logarithm of variance. We compare all three models with different responses and choose the best alternative among them.