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