Affiliation:
1. Philippe Cattin is an Associate Professor of Marketing at the University of Connecticut
2. Associate Professor of Marketing and Quantitative Methods at Cornell University.
Abstract
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.
Subject
Marketing,Business and International Management
Cited by
186 articles.
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