We know exactly what you want: the development of a completely individualised conjoint analysis
Markus Voeth
University of Stuttgart-Hohenheim
Uta Herbst
University of Potsdam
Frank Liess
University of Stuttgart-Hohenheim
Introduction
Improving the predictive validity of conjoint analysis has been an important research objective since the technique’s introduction by Luce and Tukey (1964) more than 40 years ago. The majority of attempts to improve predictive validity have been different approaches to preference modelling, data collection or product presentation (Louviere et al. 1987; Krishnamurthi & Wittink 1991; Vriens et al. 1998). Other scholars have focused on an individualisation of conjoint...