Commercial Use of Conjoint Analysis: A Survey

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.