Conjoint analysis is a class of techniques for analyzing consumers’ preferences and trade‐offs regarding their selection of products and services. Typically, conjoint analysis has been applied to established markets such as frequently purchased packaged goods, consumer durables,...

Volume 1. MDS and positioning -- Volume 2. Clustering and Segmentation -- Volume 3. Conjoint Analysis: the Pioneering Years -- Volume 4. Conjoint Analysis: Advanced Methods -- Volume 5. Conjoint Analysis: Applications -- Volume 6. Marketing Research