The primary emphasis of quantitative marketing is on the evaluation of firm policies for determination of marketing variables as well as the optimization of these policies. Thus, our methods of inference must apply to decision problems and to policy evaluation. In addition, the data we have...

Observational data on either individual or aggregate demand is often not sufficient to identify consumer preferences due to lack of variation in prices or product features, or the desire to study product features not currently available. Choice-based conjoint analysis offers a solution to this...