The truth is out there! How external validity can lead to better marketing decisions
Greg RogersProcter & Gamble
Didier SoopramanienLancaster University
INTRODUCTION
Academics and practitioners use conjoint experiments in various sectors such as travel demand, planning and new product development. Conjoint analysis is the process of collecting and analysing information on decisions made by consumers when they have to trade off different value propositions of goods and services. For a more comprehensive review of the various methods and applications of conjoint analysis, the interested reader is directed to the following references: Wittink et al.(1994); Green...