Marketing Letters

, 19:337 | Cite as

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


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 



The authors would like to thank the SEI Center for Advanced Studies in Management at Wharton for partially supporting this research and for supporting the 7th Triennial Choice Conference held at the Wharton School. The first two authors (session co-chairs) and the third to the 12th authors are listed alphabetically.


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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

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