Conjoint Analysis: How We Got Here and Where We Are--An Update (2004)

Joel Huber of Duke University provides an insightful discussion on the history and theoretical underpinnings of conjoint analysis. He traces its development from its roots in psychometrics to its enthusiastic adoption by the market research community. The original paper is quite dated (originally published in our 1987 Sawtooth Software Conference Proceedings), but Joel Huber and Bryan Orme have added additional footnoted commentary from a 2004 perspective. This paper continues to be an excellent resource for today's conjoint practitioners.

  Download PDF   View in new window

Lighthouse Studio

Lighthouse Studio (formerly SSI Web) is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio

Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

Learn More