Conjoint analysis has achieved widespread acceptance and use among applied market researchers as a tool for forecasting and diagnosing the market performance of new and existing products. Given our reliance on the procedure, those of us who use it are highly receptive to suggestions on how to...

Selection of "matched" areas for test marketing is an important undertaking if reliable comparisons among markets are to be made. This usually has been done on a rather arbitrary basis, largely because of the large number of market characteristics on which markets can be viewed as similar or...