Conjoint analysis has played an important role in helping make a number of operations management decisions including product and service design, supplier selection, and service operations capacity. Many recent advances in this area have raised questions about the most appropriate form of...

Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making....