Increasingly, researchers are becoming interested in the relationship of part-worth functions, obtained from conjoint analysis, to other aspects of the respondents (e.g., their demographics, preferences for current brands, etc.). This paper describes a straight-forward procedure for determining...

The drive to satisfy customers in narrowly defined market segments has led firms to offer wider arrays of products and services. Delivering products and services with the appropriate mix of features for these highly fragmented market segments requires understanding the value that customers place...

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