The theory of conjoint measurement is a mathematical framework used to understand and quantify preferences, particularly in the context of decision-making processes where multiple attributes are considered. It originated in the field of psychophysics and operational research, and it has applications in economics, social sciences, marketing, and various areas of management. ### Key Concepts: 1. **Attributes and Levels**: In a typical conjoint analysis, choices are characterized by a set of attributes, each of which may have different levels.
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