Some Consumer Behavior Paradigms

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 2 in Applied Conjoint Analysis, 2026, pp 57-66 from Springer

Abstract: Abstract Conjoint analysis involves collecting judgmental data (preferences or choices) from respondents toward hypothetical profiles or choice sets. There are two types of data: ratings and choices. We discuss the methods for designing profiles and choice sets in Chap. 5 .

Date: 2026
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DOI: 10.1007/978-3-032-00894-7_2

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