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Chapter 15: Conjoint Analysis
Conjoint analysis is a family of related multivariate techniques for measuring psychological judgements (such as consumer preferences for products and services) or perceived similarities or differences between choice alternatives. Conjoint analysis was originally introduced by Green and Rao (1971) based on the conjoint measurement theory developed in the 1960s by the mathematical psychologists and statisticians Luce and Tukey (1964). The family of techniques and methods are all theoretically based on the models of information integration and functional measurement. In marketing applications, conjoint analysis is widely used to study the joint effects of multiple product attributes on product preferences or product choices.
The reasoning behind ‘… the word conjoint has to do with the notion that the relative values of things considered jointly can be ...