Toubia, Olivier; Hauser, John; Garcia, Rosanna - In: Marketing Science 26 (2007) 5, pp. 596-610
Polyhedral methods for choice-based conjoint analysis provide a means to adapt choice-based questions at the individual-respondent level and provide an alternative means to estimate partworths when there are relatively few questions per respondent, as in a Web-based questionnaire. However, these...