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Commercial Use of Conjoint Analysis: A Survey
Philippe Cattin and Dick R. Wittink
Journal of Marketing
Vol. 46, No. 3 (Summer, 1982), pp. 44-53
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251701
Page Count: 10
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Conjoint analysis has been used extensively in marketing research to estimate the impact of selected product (service) characteristics on customer preferences for products (services). In this paper we discuss findings obtained from a survey of commercial users of the methodology. We project that around 1,000 commercial applications have been carried out during the last decade. We discuss the manner in which the methodology is used commercially, remaining issues that deserve further exploration, and recent advances or insights obtained by researchers working in this area.
Journal of Marketing © 1982 American Marketing Association