Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice
Open Access
- 1 October 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 54 (4) , 3-19
- https://doi.org/10.1177/002224299005400402
Abstract
The authors update and extend their 1978 review of conjoint analysis. In addition to discussing several new developments, they consider alternative approaches for measuring preference structures in the presence of a large number of attributes. They also discuss other topics such as reliability, validity, and choice simulators.Keywords
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