© 2003

Conjoint Measurement

Methods and Applications

  • Anders Gustafsson
  • Andreas Herrmann
  • Frank Huber

Table of contents

  1. Front Matter
    Pages I-3
  2. Anders Gustafsson, Andreas Herrmann, Frank Huber
    Pages 5-46
  3. Sid Simmons, Mark Esser
    Pages 67-96
  4. Henrik Sattler, Susanne Hensel-Börner
    Pages 147-159
  5. Gian Luca Marzocchi, Sergio Brasini, Marcello Rimessi
    Pages 161-186
  6. Ola Blomkvist, Fredrik Ekdahl, Anders Gustafsson
    Pages 187-207
  7. Frank Huber, Andreas Herrmann, Anders Gustafsson
    Pages 209-234
  8. Wagner Kamakura, Muammer Ozer
    Pages 277-303
  9. Andreas Herrmann, Dirk Schmidt-Gallas, Frank Huber
    Pages 305-329
  10. Benedict G. C. Dellaert, Aloys W. J. Borgers, Jordan J. Louviere, Harry J. P. Timmermans
    Pages 413-440
  11. Venkatram Ramaswamy, Steven H. Cohen
    Pages 441-472
  12. Wayne S. DeSarbo, Christian F. DeSarbo
    Pages 473-504
  13. Joel Huber, Bryan Orme, Richard Miller
    Pages 505-522

About this book


by Paul E. Green I am honored and pleased to respond to authors request to write a Fore­ word for this excellent collection of essays on conjoint analysis and related topics. While a number of survey articles and sporadic book chapters have appeared on the subject, to the best of my knowledge this book represents the first volume of contributed essays on conjoint analysis. The book re­ flects not only the geographical diversity of its contributors but also the variety and depth of their topics. The development of conjoint analysis and its application to marketing and business research is noteworthy, both in its eclectic roots (psychometrics, statistics, operations research, economics) and the fact that its development reflects the efforts of a large variety of professionals - academics, market­ ing research consultants, industry practitioners, and software developers. Reasons for the early success and diffusion of conjoint analysis are not hard to find. First, by the early sixties, precursory psychometric techniques (e.g., multidimensional scaling and correspondence analysis, cluster analy­ sis, and general multivariate techniques) had already shown their value in practical business research and application. Second, conjoint analysis pro­ vided a new and powerful array of methods for tackling the important problem of representing and predicting buyer preference judgments and choice behavior - clearly a major problem area in marketing.


Brand Evaluation Market research business calculus design development game theory marketing modeling optimization preference measurement product development utility utility theory

Editors and affiliations

  • Anders Gustafsson
    • 1
  • Andreas Herrmann
    • 2
    • 3
  • Frank Huber
    • 4
  1. 1.Center for Service ResearchUniversity of KarlstadKarlstadSweden
  2. 2.MCM Institute for Media and Communications ManagementUniversity of St. GallenSt. GallenSwitzerland
  3. 3.University of MainzGermany
  4. 4.Lehrstuhl für Betriebswirtschaftslehre und MarketingUniversity of MainzMainzGermany

Bibliographic information


From the reviews:

"The aim of this book is to reflect the substantial research and recent developments done in Conjoint Analysis. Leading scientists present theory, models and applications to marketing and business research. This book of 21 essays contains latest developments in conjoint modeling, a number of comparisons and cross validation studies." (Edward M. Psyadlo, Zentralblatt MATH, Vol. 1059 (10), 2005)