Design your own vehicle

James H. Christian and David G. Bakken

This paper describes the application of a new method of assessing individual customer preferences in conjunction with choice-based conjoint analysis.

Design Your Own Vehicle

Improving the value of choice-based conjoint analysis for reducing variable manufacturing costs

David G. BakkenHarris Interactive Inc. andJames H. ChristianGeneral Motors Corporation

INTRODUCTION

Global automobile manufacturers face...

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