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The aim is to evaluate the challenges and advancements in the application of conjoint analysis in consumer research.

Conjoint Analysis in Consumer Research: Issues and Outlook

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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.

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Discusses issues and advancements in conjoint analysis methodologies for consumer research applications.

Green et al. (1978) studied this question.

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