Increasingly, researchers are becoming interested in the relationship of part-worth functions, obtained from conjoint analysis, to other aspects of the respondents (e.g., their demographics, preferences for current brands, etc.). This paper describes a straight-forward procedure for determining...

While conjoint analysis has been applied to a wide variety of problems in preference analysis, it has heretofore not been used to analyze similarities data. A method for dealing with this problem is described and illustrated on a small set of empirical data

This review article provides reflections on the state of the art of research in conjoint analysis — where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing...

Since the pioneering research of Wendell Smith (1956), the concept of market segmentation has been one of the most pervasive activities in both the marketing academic literature and practice. In addition to being one of the major ways of operationalizing the marketing concept, marketing...

It has been shown in the behavioral decision making, marketing research, and psychometric literature that the structure underlying preferences can change during the administration of repeated measurements (e.g., conjoint analysis) and data collection because of effects from learning, fatigue,...

The authors model product consideration as preceding choice in a segment-level conjoint model. They propose a latent-class tobit model to estimate cardinal, segment-level preference functions based on consumers' preference ratings for product concepts considered worth adding to consumers'...

Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for...

Parasuraman. Zeithaml, and Berry (1988) have proposed the use of a 22-item SERVQUAL instrument for the measurement of perceived service quality. Since their important work, several authors have criticized the use of this instrument in applied settings suggesting that the number and type of...