Recommended Readings

See the following sources for more information on conjoint analysis:

Akaah, I. P., and P. K. Korgaonkar. 1988. A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28:4, 38-44.

Cattin, P., and D. R. Wittink. 1982. Commercial use of conjoint analysis: A survey. Journal of Marketing, 46:3, 44-53.

Green, P. E., and Y. Wind. 1973. Multiattribute decisions in marketing: A measurement approach. Hinsdale, Ill.: Dryden Press.