Conjoint Analysis in Marketing: New Developments With Implications for Research and Practice

Since the early 1970s, conjoint analysis has received considerable academic and industry attention as a major set of techniques for measuring buyers' trade-offs among multiattributed products and services (Green and Rao 1971; Johnson 1974; Srinivasan and Shocker 1973b). We presented a state-of-the-art review of conjoint analysis in 1978 (Green and Srinivasan 1978). Since that time many new developments in conjoint analysis and related methods have been reported. The purpose of this article is to review those developments (with comments on their rationale, advantages, and limitations) and propose potentially useful avenues for new research. We assume the reader is familiar with our previous review as a background for a detailed study of this article. In subsequent sections we describe a variety of developments that have been achieved since the 1978 review.