Sawtooth Software’s Influence on the Conjoint Analysis Industry

Vithala R. Rao ()
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Vithala R. Rao: S. C. Johnson Graduate School of Management Cornell University, Deane Malott Professor of Management (Emeritus)

Chapter 16 in Applied Conjoint Analysis, 2026, pp 515-532 from Springer

Abstract: Abstract We are grateful to Vithala Rao for his invitation to contribute a chapter to this important book on conjoint analysis. Vithala has encouraged us to cover the history of Sawtooth Software and its influence on the conjoint analysis industry, some details about the multiple flavors of conjoint analysis and market simulator tools it has commercialized, along with examples illustrating their impact across multiple fields and industries.

Date: 2026
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DOI: 10.1007/978-3-032-00894-7_16

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