McCoy, John; Ciulli, Rachele; Bradlow, Eric - 2022
Conjoint analysis is an ubiquitous market research tool. As normally implemented, each time you wish to understand … consumer utilities for a product category, you run a conjoint study for that category. For example, if you require consumer … preferences for yogurt features, you run a (choice-based) conjoint using choices between yogurts. In this research, we propose two …