Conjoint analysis is a survey-based method used to measure consumer preferences and predict demand for products that may not yet exist in the marketplace. The most frequently used form of conjoint analysis involves having respondents choose from among a relatively small set of offerings with...

Observational data on either individual or aggregate demand is often not sufficient to identify consumer preferences due to lack of variation in prices or product features, or the desire to study product features not currently available. Choice-based conjoint analysis offers a solution to this...

Firms develop products by manipulating the attributes of offerings, and consumers derive utility from the benefits that the attributes afford. While the field of marketing has long been aware of the distinction between attributes and benefits, it has not developed methods for understanding how...