Conjoint analysis. A review of conjoint paradigms and discussion of the outstanding design issues
Roger Brice Adelphi International Research Ltd, United Kingdom
INTRODUCTION
Conjoint analysis has enjoyed increasing use by research practitioners over the last twenty-five years or so. It has probably never been used as much as it is today. Surveys of research agencies have shown that more than one-half of the applications of conjoint analysis involve consumer goods and that a major proportion of the remainder involve services.1The purposes of conjoint studies conducted in Europe reported most frequently are pricing, new product or new concept...