1971–2017: Evolution, exploration and test of time of conjoint analysis

Kushagra Kulshreshtha (), Vikas Tripathi () and Naval Bajpai ()
Additional contact information
Kushagra Kulshreshtha: Institute of Business Management, GLA University
Vikas Tripathi: Institute of Business Management, GLA University
Naval Bajpai: ABV-Indian Institute of Information Technology and Management

Quality & Quantity: International Journal of Methodology, 2018, vol. 52, issue 6, No 27, 2893-2919

Abstract: Abstract The purpose of this study is to have epistemological and systematic in-depth review about ‘conjoint analysis’, a multivariate data analysis technique. Moreover, an attempt is made to provide the past and current status of research done along with its contribution, relevance and future research agenda in the field of research. To study manifold aspects about conjoint analysis, systematic literature review (SLR) and meta-synthesis techniques were used in combination for qualitative assessment that ensured a rigorous review. In total, 119 peer-reviewed articles were included in the review. The current study depicted the development and expansion of conjoint analysis in marketing research and beyond it in other associate fields. Through the combined application of systematic literature review (SLR) and meta-synthesis, the various commercial and industrial applications of this technique were explored. Moreover, the process of implementation of conjoint analysis with the help of an example and limitations of previous and current studies were discussed. Based on our robust search through relevant papers of reputed databases and best of our knowledge, this is the first literature review paper in the last decade providing the background, evolution, application, limitation and future research avenues of ‘conjoint analysis’ technique, which no other study has done so far.

Keywords: Conjoint analysis; Literature review; Systematic literature review; Consumer preference (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1007/s11135-018-0717-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:qualqt:v:52:y:2018:i:6:d:10.1007_s11135-018-0717-6

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/11135

DOI: 10.1007/s11135-018-0717-6

Access Statistics for this article

Quality & Quantity: International Journal of Methodology is currently edited by Vittorio Capecchi

More articles in Quality & Quantity: International Journal of Methodology from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().