In a recent article, Page and Rosenbaum [ Journal of Product Innovation Management 4; 120–137 (June 1987)] discuss the use of conjoint analysis at Sunbeam Corporation. Their article provides a nice illustration of a conjoint application to food processor appliance redesign decisions. In this note, Dick Wittink compares characteristics of Sunbeam's approach to both established and more recent results reported in the conjoint literature.
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Dick R. Wittink (1989) studied this question.
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