Imagine having to figure out which features or qualities your customers appreciate best about your product, and how much value they place on it. This is the essence of conjoint analysis, a technique ...

Conjoint analysis is a technique that allows managers to analyze how customers make trade-offs. It can be used to understand how customers make trade-offs in benefits (and thereby can be used to ...

When studying objects with environmentally correlated attributes, the use of orthogonal arrays in conjoint analysis can produce some highly unrealistic stimuli that might threaten a study's ecological ...

The authors propose and test a new "polyhedral" choice-based conjoint analysis question-design method that adapts each respondent's choice sets on the basis of previous answers by that respondent.