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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149575
Page Count: 9
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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.
Journal of Marketing Research © 1971 American Marketing Association