articleTop 10% cited

Conjoint Measurement- for Quantifying Judgmental Data

Journal of Marketing Research · 1971 · Vol. 8(3) · pp. 355–363

Paul E. Green✉(University of Pennsylvania)Vithala R. Rao(Cornell University)

Abstract

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.

Consumer Market Behavior and PricingConjoint analysisMeasure (data warehouse)Set (abstract data type)Variable (mathematics)Computer scienceEconometricsMarketing researchJoint (building)Management scienceData science

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