Marketing Letters

, 19:337

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
Article

DOI: 10.1007/s11002-008-9046-1

Cite this article as:
Netzer, O., Toubia, O., Bradlow, E.T. et al. Mark Lett (2008) 19: 337. 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.

Keywords

Preference measurementConjoint analysisMarketing research

Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Oded Netzer
    • 1
  • Olivier Toubia
    • 1
  • Eric T. Bradlow
    • 2
  • Ely Dahan
    • 3
  • Theodoros Evgeniou
    • 4
  • Fred M. Feinberg
    • 5
  • Eleanor M. Feit
    • 5
  • Sam K. Hui
    • 6
  • Joseph Johnson
    • 7
  • John C. Liechty
    • 8
  • James B. Orlin
    • 9
  • Vithala R. Rao
    • 10
  1. 1.Columbia Business SchoolColumbia UniversityNew YorkUSA
  2. 2.University of PennsylvaniaPhiladelphiaUSA
  3. 3.UCLA Anderson SchoolUniversity of California, Los AngelesLos AngelesUSA
  4. 4.INSEADBoulevard de ConstanceFontainebleauFrance
  5. 5.Stephen M. Ross School of BusinessUniversity of MichiganAnn ArborUSA
  6. 6.Stern School of BusinessNew York UniversityNew YorkUSA
  7. 7.School of Business AdministrationUniversity of MiamiCoral GablesUSA
  8. 8.Smeal College of BusinessThe Pennsylvania State UniversityState CollegeUSA
  9. 9.Sloan School of ManagementMassachusetts Institute of TechnologyCambridgeUSA
  10. 10.Johnson Graduate School of ManagementCornell UniversityIthacaUSA