Beyond conjoint analysis: Advances in preference measurement

Oded Netzer, Olivier Toubia, Eric T. Bradlow, Ely Dahan, Theodoros Evgeniou, Fred M. Feinberg, Eleanor M. Feit, Sam K. Hui, Joseph Johnson, John C. Liechty, James B. Orlin, Vithala R. Rao

Research output: Contribution to journalArticle

66 Scopus citations

Abstract

We identify gaps and propose several directions for future research in preference measurement. We structure our argument around a framework that views preference measurement as comprising three interrelated components: (1) the problem that the study is ultimately intended to address; (2) the design of the preference measurement task and the data collection approach; (3) the specification and estimation of a preference model, and the conversion into action. Conjoint analysis is only one special case within this framework. We summarize cutting edge research and identify fruitful directions for future investigations pertaining to the framework's three components and to their integration.

Original languageEnglish (US)
Pages (from-to)337-354
Number of pages18
JournalMarketing Letters
Volume19
Issue number3-4
DOIs
StatePublished - Dec 2008

Keywords

  • Conjoint analysis
  • Marketing research
  • Preference measurement

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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    Netzer, O., Toubia, O., Bradlow, E. T., Dahan, E., Evgeniou, T., Feinberg, F. M., Feit, E. M., Hui, S. K., Johnson, J., Liechty, J. C., Orlin, J. B., & Rao, V. R. (2008). Beyond conjoint analysis: Advances in preference measurement. Marketing Letters, 19(3-4), 337-354. https://doi.org/10.1007/s11002-008-9046-1