Reflection on Conjoint Analysis

Abstract

This chapter is a reflection on the Shepherd and Zacharakis (1997) paper, which starts with a review of citations in the intervening 20 years, and dives more deeply into these works to better describe and consider the evolution and use of conjoint analysis in entrepreneurship research. The proliferation of new uses for a conjoint analysis are identified, such as more studies of entrepreneurial decision making, which came to supplant the early efforts, which focused on venture capital decisions. Additional expansions into other entrepreneurship stakeholder groups are also reviewed. The use of conjoint as an accelerator of multilevel research is also noted, as are the improvements and challenges in conjoint methodologies as the field has matured.

Citation

Zacharakis, A. and Shepherd, D.A. (2018), "Reflection on Conjoint Analysis", Katz, J.A. and Corbett, A.C. (Ed.) Reflections and Extensions on Key Papers of the First Twenty-Five Years of Advances (Advances in Entrepreneurship, Firm Emergence and Growth, Vol. 20), Emerald Publishing Limited, Leeds, pp. 185-197. https://doi.org/10.1108/S1074-754020180000020005