An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

Abstract

This review article provides reflections on the state of the art of research in conjoint analysis—where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to highlight important areas related to conjoint analysis research and identify more recent developments in this area. We develop an organizing framework that attempts to integrate various threads of research in conjoint methods and models. Our goal is to (a) emphasize the major developments in recent years, (b) evaluate these developments, and (c) to identify several potential directions for future research.