Thirty Years of Conjoint Analysis: Reflections and Prospects

Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade Coffee

“…By simulating real marketplace situations, conjoint analysis realistically models day-to-day consumer decisions and has a reasonable ability to predict consumer behavior. Consumers show their preferences by making trade-offs between different attributes of a product (Carroll and Green 1995;Green, Krieger, and Wind 2001;Green and Srinivasan 1978). These trade-offs can be decomposed into part-worth utilities and importance weights for each product attribute.…”

Multi Objective Optimization of Cloud Computing Services for Consumers

“…Conjoint analysis is a methodology which enables to analyze buying trade-offs considerations among competing products [32]. The methodology makes use of a technique examining the characteristics of each product, simulating and predicting buyers' considerations while comparing different products.…”

Preference Analysis and Default Optimization in Web-based Product Configuration Systems

“…Besides self-explicated approaches, which are based on the direct surveying of preferences for individual product characteristics, conjoint analysis has become the most widespread class of methods to measure consumer preferences in questionnaires [32]. Conjoint analysis decomposes holistic product evaluations or choices in metric part-worth utilities for the different attributes that make up the considered product [12]- [13]. In recent years, particularly choice-based conjoint analysis has established itself as an important preference measurement tool in marketing research and practice [33].…”

“…Their approach provides parameter estimates that can be interpreted similarly to the part-worth utilities known from survey-based conjoint analysis [12], [33].…”