Thirty Years of Conjoint Analysis: Reflections and Prospects

@article{Green2001ThirtyYO,
  title={Thirty Years of Conjoint Analysis: Reflections and Prospects},
  author={Paul E. Green and Abba M. Krieger and Yoram Wind},
  journal={Interfaces},
  year={2001},
  volume={31},
  pages={S56-S73}
}
Conjoint analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Conjoint analysts develop and present descriptions of alternative products or services that are prepared from fractional factorial, experimental designs. They use various models to infer buyers' part-worths for attribute levels, and enter the part-worths into buyer-choice simulators to predict how buyers will choose among products and services. Easy-to-use… 
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