Increasingly, conjoint analysts are being asked to design and analyze studies involving large numbers of attributes and/or attribute levels. Various types of approaches, including attribute bridging, Adaptive Conjoint Analysis, and hybrid models have been proposed to deal with the problem. This...

Several marketing applications of the Analytic Hierarchy Process (AHP) are reviewed. The paper starts with a brief description of this process, which was developed by Thomas Saaty in 1971, including an eight-point outline of how to apply it. The thrust of the paper is a discussion of a number of...

Selection of "matched" areas for test marketing is an important undertaking if reliable comparisons among markets are to be made. This usually has been done on a rather arbitrary basis, largely because of the large number of market characteristics on which markets can be viewed as similar or...

Lee Smith's paper (Smith, L. H. 1967. Ranking procedures and subjective probability distributions. Management Sci. 14 (4, December) B236-B249.) is interesting as much for the questions he raises as for the answer he proposes. Those of us who have tried to elicit subjective probability...