Conjoint Analysis

This title is printed to order. This book may have been self-published. If so, we cannot guarantee the quality of the content. In the main most books will have gone through the editing process however some may not. We therefore suggest that you be aware of this before ordering this book. If in doubt check either the author or publisher’s details as we are unable to accept any returns unless they are faulty. Please contact us if you have any questions.

Conjoint Analysis: The Pioneering Years by Paul Green chronicles the development of one of marketing's most powerful and enduring research techniques. This book captures Green's groundbreaking work on conjoint analysis, an approach that revolutionized how companies understand customer trade-offs and preferences. By simulating real-world decision-making, conjoint analysis allows marketers to uncover what product features truly drive consumer choices.

Green takes readers back to the origins of conjoint methods, explaining the core principles, experimental designs, and analytical techniques that shaped early research. The book offers practical guidance on designing effective studies and interpreting results while providing historical context on how conjoint evolved into a staple of product development and pricing research.

Ideal for marketing researchers, analysts, and students of consumer behavior, this book is both a historical archive and a practical guide. Discover how conjoint analysis laid the groundwork for modern preference modeling and continues to inform decision-making in industries from tech to consumer goods.