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
Recommended Citation
Netzer, O., Toubia, O., Bradlow, E. T., Dahan, E., Evgeniou, T., Feinberg, F. M., Feit, E. M., Hui, S. K., Johnson, J., Liechty, J., Orlin, J. B., & Rao, V. R. (2008). Beyond Conjoint Analysis: Advances in Preference Measurement. Marketing Letters, 19 (3/4), 337-354. http://dx.doi.org/10.1007/s11002-008-9046-1
Date Posted: 27 November 2017
This document has been peer reviewed.