Product-Specific Unobservable Bases: Conjoint Analysis

We start by providing a brief introduction to conjoint analysis. Conjoint segmentation is the most common approach in the class of unobservable productspecific bases. We describe its use for market segmentation, and review the procedures that have been proposed for metric conjoint segmentation. Then we report the results of a recently published Monté Carlo study that demonstrates the relative strengths of a variety of proposed segmentation methods for metric conjoint analysis. We conclude the chapter by discussing segmentation for conjoint choice and rank-order data.