Affiliation:
1. Wharton School of Finance and Commerce, University of Pennsylvania.
2. Cornell University
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.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
100 articles.
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