Abstract
Conjoint analysis has been used by market researchers for the development of many products and services. This article displays the potential of conjoint analysis for evaluating reference services in academic libraries. Six dimensions of reference service are included in the analyses: definitiveness of answer, in line wait times, service time, number of items given to patron, hours of service, and cost of service. Of greatest importance to users are cost of the service and the hours during which reference is available. Most users prefer that all reference services be free and that reference help be available at all times the library is open
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