Camm, Jeffrey D.; Cochran, James J.; Curry, David J.; … - In: Management Science 52 (2006) 3, pp. 435-447
Conjoint analysis is a statistical technique used to elicit partworth utilities for product attributes from consumers to aid in the evaluation of market potential for new products. The objective of the share-of-choice problem (a common approach to new product design) is to find the design that...