Marketing Letters

, 19:337

Beyond conjoint analysis: Advances in preference measurement


    • Columbia Business SchoolColumbia University
  • Olivier Toubia
    • Columbia Business SchoolColumbia University
  • Eric T. Bradlow
    • University of Pennsylvania
  • Ely Dahan
    • UCLA Anderson SchoolUniversity of California, Los Angeles
  • Theodoros Evgeniou
    • INSEADBoulevard de Constance
  • Fred M. Feinberg
    • Stephen M. Ross School of BusinessUniversity of Michigan
  • Eleanor M. Feit
    • Stephen M. Ross School of BusinessUniversity of Michigan
  • Sam K. Hui
    • Stern School of BusinessNew York University
  • Joseph Johnson
    • School of Business AdministrationUniversity of Miami
  • John C. Liechty
    • Smeal College of BusinessThe Pennsylvania State University
  • James B. Orlin
    • Sloan School of ManagementMassachusetts Institute of Technology
  • Vithala R. Rao
    • Johnson Graduate School of ManagementCornell University

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


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.


Preference measurement Conjoint analysis Marketing research

Copyright information

© Springer Science+Business Media, LLC 2008