Gilbride, Timothy J.; Lenk, Peter J.; Brazell, Jeff D. - In: Marketing Science 27 (2008) 6, pp. 995-1011
Choice-based conjoint analysis is a popular marketing research technique to learn about consumers' preferences and to make market share forecasts under various scenarios for product offerings. Managers expect these forecasts to be “realistic” in terms of being able to replicate market shares...