2003 | OriginalPaper | Buchkapitel
Continuous Conjoint Analysis
verfasst von : Dick R. Wittink, Sev K. Keil
Erschienen in: Conjoint Measurement
Verlag: Springer Berlin Heidelberg
Enthalten in: Professional Book Archive
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Conjoint analysis was introduced in the 1970’s to quantify consumer tradeoffs. The methodology has become very popular for market-based strategic decisions (see e.g. Green and Srinivasan 1990; Wittink, Vriens and Burhenne 1994). This popularity has both been influenced by and has led to the development of a substantial body of research on conjoint analysis. Surprisingly, however, conjoint applications are almost exclusively limited to one-shot, ad hoc surveys.