In most marketing experiments, managerial decisions are not based directly on the estimates of the parameters but rather on functions of these estimates. For example, many managerial decisions are driven by whether or not a feature is valued more than the price the consumer will be asked to pay....

Greedoid languages provide a basis to infer best-fitting noncompensatory decision rules from full-rank conjoint data or partial-rank data such as consider-then-rank, consider-only, or choice data. Potential decision rules include elimination by aspects, acceptance by aspects, lexicographic by...

Adaptive metric utility balance is at the heart of one of the most widely used and studied methods for conjoint analysis. We use formal models, simulations, and empirical data to suggest that adaptive metric utility balance leads to partworth estimates that are relatively biased—smaller...

Choice-based conjoint analysis (CBC) is used widely in marketing for product design, segmentation, and marketing strategy. We propose and test a new "polyhedral" question-design method that adapts each respondent's choice sets based on previous answers by that respondent. Individual adaptation...

Web-based customer panels and web-based multimedia capabilities offer the potential to get information from customers rapidly and iteratively based on virtual product profiles. However, web-based respondents are impatient and wear out more quickly. At the same time, in commercial applications,...