Article2001

Thirty Years of Conjoint Analysis: Reflections and Prospects

Paul E. Green · Abba Μ. Krieger · Yoram Wind

387 citations0/0 files storedINFORMS Journal on Applied Analytics

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Economic and Environmental Valuation Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

Abstract

Conjoint analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Conjoint analysts develop and present descriptions of alternative products or services that are prepared from fractional factorial, experimental designs. They use various models to infer buyers' part-worths for attribute levels, and enter the part-worths into buyer-choice simulators to predict how buyers will choose among products and services. Easy-to-use software has been important for applying these models. Thousands of applications of conjoint analysis have been carried out over the past three decades.

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References

1946THE DESIGN OF OPTIMUM MULTIFACTORIAL EXPERIMENTS 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1990Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice 1964Simultaneous conjoint measurement: A new type of fundamental measurement 1997Market Segmentation: Conceptual and Methodological Foundations 1994Analytical hierarchy process 1971Conjoint Measurement for Quantifying Judgmental Data 1996The Importance of Utility Balance in Efficient Choice Designs

Cited by

2017Interests, Norms and Support for the Provision of Global Public Goods: The Case of Climate Co-operation 2004Solving multiattribute design problems with analytic hierarchy process and conjoint analysis: An empirical comparison 2015Does eco certification sell tourism services? Evidence from a quasi-experimental observation study in Iceland 2019Comparison of weighting methods used in multicriteria decision analysis frameworks in healthcare with focus on low- and middle-income countries 2008Conjoint analysis for environmental evaluation

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