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Conjoint Analysis as an Instrument of Market Research Practice Read chapter Read first chapter

2003 | OriginalPaper | Chapter

Continuous Conjoint Analysis

Authors : Dick R. Wittink, Sev K. Keil

Published in: Conjoint Measurement

Publisher: Springer Berlin Heidelberg

Included 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.

previous chapter Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry
Metadata
Title
Continuous Conjoint Analysis
Authors
Dick R. Wittink
Sev K. Keil
Copyright Year
2003
Publisher
Springer Berlin Heidelberg
Book
Conjoint Measurement

Print ISBN: 978-3-662-11370-7

Electronic ISBN: 978-3-540-24713-5

Copyright Year: 2003

DOI
https://doi.org/10.1007/978-3-540-24713-5_21