Conjoint Analysis in Consumer Research: Issues and Outlook

Key Points

• The aim is to evaluate the challenges and advancements in the application of conjoint analysis in consumer research.
• Review of historical applications of conjoint analysis since 1971
• Discussion of issues in implementing conjoint analysis
• Description of new technical developments and application areas for the methodology.
• Identified several key issues impacting the efficacy of conjoint analysis in consumer research.
• Outlined new technical advancements that broaden the application of the methodology.
• Highlighted emerging areas where conjoint analysis can be effectively applied.