Titlebook: Conjoint Measurement; Methods and Applicat Anders Gustafsson,Andreas Herrmann,Frank Huber Book 2007Latest edition Springer-Verlag Berlin He

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Using Conjoint Choice Experiments to Model Consumer Choices of Product Component Packages,er modules from which consumers can create their own individualized products (e.g., Gilmore and Pine 1997). Traditional production processes limit consumer choices to fixed products defined by suppliers, but new mass-customization processes allow consumers to create their own optimal combination of

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Sales Forecasting with Conjoint Analysis by Addressing Its Key Assumptions with Sequential Game Thevices. In general, conjoint analysis follows a two-step process, i.e., (1) estimating utilities for varying levels of product features and (2) simulating marketplace preferences for established, improved, and/or new products. Conjoint analysis was introduced in the 1970s (Green and Rao 1971) and by

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