Transcription of Conjoint Analysis, Related Modeling, and Applications
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Conjoint Analysis, Related Modeling, and Applications
Conjoint Analysis, Related Modeling, and Applications Chapter prepared for Advances in Marketing Research: Progress and Prospects [A Tribute to Paul Green's Contributions to Marketing Research Methodology]. John R. Hauser Massachusetts Institute of Technology Vithala R. Rao Cornell University September 23, 2002. Conjoint Analysis, Related Modeling, and Applications Origins of Conjoint Analysis Conjoint analysis has as its roots the need to solve important academic and industry problems. Elsewhere in this volume, Carroll, Arabie, and Chaturvedi (2002) detail Paul Green's interest and contributions to the theory and practice of multidimensional scaling (MDS) and clustering to address marketing problems. See also Green and Carmone (1970) and Green and Rao (1972).
Conjoint Analysis, Related Modeling, and Applications product. We begin with an example from Paul’s classic paper (with Jerry Wind) that was
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