Conjoint Measurement- for Quantifying Judgmental Data

Paul E. Green; Vithala R. Rao

doi:10.1177/002224377100800312

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Conjoint Measurement- for Quantifying Judgmental Data

Paul E. Green¹; Vithala R. Rao²

¹ Wharton School of Finance and Commerce, University of Pennsylvania · ² Cornell University

Journal of Marketing Research 1971

Conjoint measurement is a new development in mathematical psychology that can be used to measure the joint effects of a set of independent variables on the ordering of a dependent variable. In this (primarily expository) article, the techniques are applied to illustrative problems in marketing. In addition, a number of possible areas of application to marketing research are discussed, as well as some of the methodology's limitations.

DOI: 10.1177/002224377100800312
Volume: 8 (3)
Pages: 355-363
Language: en
Export: BibTeX
Sources: crossref