Marketing Papers

Document Type

Journal Article

Date of this Version

12-2008

Publication Source

Marketing Letters

Volume

19

Issue

3/4

Start Page

337

Last Page

354

DOI

10.1007/s11002-008-9046-1

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.

Copyright/Permission Statement

“The final publication is available at Springer via http://dx.doi.org/10.1007/s11002-008-9046-1”.

Keywords

preference measurement, conjoint analysis, marketing research

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Date Posted: 27 November 2017

This document has been peer reviewed.