A User's Guide to Conjoint Measurement in Marketing

Outlines the basis of the conjoint measurement technique method, illustrates its application and identifies user problems. Postulates that conjoint measurement is designed for situations where two or more independent variables affect the rank order of a dependent variable. Says that three variables of marketing problems suggest that conjoint measurement could be particularly useful: first, marketing is frequently concerned with ordinal, or ranking, responses; second, marketing involves multi‐attribute stimuli; finally, marketing decisions involved interdependent variables. Explains that conjoint measurement has considerable potential for marketing applications — but it is not without pitfalls and expounds on these. Uses the MONANOVA method to produce degenerate solutions to consumers' preference rankings.