Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.
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