Survey study reveals widespread application and systematic methodological shifts in commercial conjoint analysis, highlighting evolving industry practices aligned with academic research.
The authors report results of a survey conducted to update a previous one on the commercial use of conjoint analysis. They document an extensive number of applications and show systematic changes in their characteristics consistent with research results reported in the literature. Issues relevant to the options available to analysts involved in the conduct of conjoint analysis are identified and discussed.
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Wittink et al. (1989) studied this question.
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