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Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice

Paul E. Green, V. Srinivasan

Abstract

The authors update and extend their 1978 review of conjoint analysis. In addition to discussing several new developments, they consider alternative approaches for measuring preference structures in the presence of a large number of attributes. They also discuss other topics such as reliability, validity, and choice simulators.

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Key concepts: Conjoint analysis, Preference, Reliability (semiconductor), Marketing, Management science, Computer science, Marketing research, Data science