Choices and conjoint analysis: critical aspects and recent developments

Abstract

In the literature, a large number of researchers and practitioners are dealing with preference measurements which are considered as one of the most general methods in order to study and improve the consumer’s behaviour intended as the consumer’s decision about improving his/her utility in changing a service or a product. Nevertheless, a wide range of preference measurements’ methods is defined according to the specific aim of the research, or of the application, and the basic theoretical elements involved therein.