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Using Conjoint Analysis in Pricing Studies: Is One Price Variable Enough? (1992)

This paper discusses a real-world case study using Choice-Based Conjoint. The Choice-Based Conjoint approach is shown to be a powerful method for uncovering brand x price interactions. The authors show that neglecting that important interaction would have been a bad assumption for their research study. This paper was originally presented at the ART Forum and is an excellent paper for researchers interested in Discrete Choice Modeling.

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