Continuous Conjoint Analysis

  • Dick R. Wittink
  • Sev K. Keil

Abstract

Conjoint analysis was introduced in the 1970’s to quantify consumer tradeoffs. The methodology has become very popular for market-based strategic decisions (see e.g. Green and Srinivasan 1990; Wittink, Vriens and Burhenne 1994). This popularity has both been influenced by and has led to the development of a substantial body of research on conjoint analysis. Surprisingly, however, conjoint applications are almost exclusively limited to one-shot, ad hoc surveys.

Keywords

Europe Marketing Explosive Volatility Dick 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Dick R. Wittink
  • Sev K. Keil

There are no affiliations available

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