An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future

Customer Needs and Solutions, Vol. 2, pp. 19-40, 2015

Posted: 18 Jun 2016

See all articles by James Agarwal

James Agarwal

University of Regina

Wayne S. DeSarbo

Pennsylvania State University

Naresh K. Malhotra

Georgia Institute of Technology - Scheller College of Business

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: 2015

Abstract

This review article provides reflections on the state of the art of research in conjoint analysis — where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to highlight important areas related to conjoint analysis research and identify more recent developments in this area. We develop an organizing framework that attempts to integrate various threads of research in conjoint methods and models. Our goal is to (a) emphasize the major developments in recent years, (b) evaluate these developments, and (c) to identify several potential directions for future research.

Keywords: Conjoint analysis, Measurement, Preference, Utility functions

Suggested Citation

Agarwal, James and DeSarbo, Wayne S. and Malhotra, Naresh K. and Rao, Vithala R., An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future (2015). Customer Needs and Solutions, Vol. 2, pp. 19-40, 2015, Available at SSRN: https://ssrn.com/abstract=2796776

James Agarwal

University of Regina ( email )

3737 Wascana Parkway
Faculty of Administration
Regina, Saskatchewan S4S OA2
Canada
(306) 585-4735 (Phone)
(306) 585-4805 (Fax)

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Naresh K. Malhotra

Georgia Institute of Technology - Scheller College of Business ( email )

800 West Peachtree St., NW
Atlanta, GA 30308-1149
United States

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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