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.
KeywordsEurope Marketing Explosive Volatility Dick
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