Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

Conjoint Measurement for Quantifying Judgmental Data

Paul E. Green and Vithala R. Rao
Journal of Marketing Research
Vol. 8, No. 3 (Aug., 1971), pp. 355-363
DOI: 10.2307/3149575
Stable URL: http://www.jstor.org/stable/3149575
Page Count: 9
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Conjoint Measurement for Quantifying Judgmental Data
Preview not available

Abstract

Conjoint measurement is a new development in mathematical psychology that can be used to measure the joint effects of a set of independent variables on the ordering of a dependent variable. In this (primarily expository) article, the techniques are applied to illustrative problems in marketing. In addition, a number of possible areas of application to marketing research are discussed, as well as some of the methodology's limitations.

Page Thumbnails

  • Thumbnail: Page 
355
    355
  • Thumbnail: Page 
356
    356
  • Thumbnail: Page 
357
    357
  • Thumbnail: Page 
358
    358
  • Thumbnail: Page 
359
    359
  • Thumbnail: Page 
360
    360
  • Thumbnail: Page 
361
    361
  • Thumbnail: Page 
362
    362
  • Thumbnail: Page 
363
    363