AN APPLICATION OF CONJOINT ANALYSIS TO CAPITAL BUDGETING: THE CASE OF INNOVATIVE LAND MANAGEMENT SYSTEMS
F.C. Zinkhan
(Lundy‐Fetterman School of Business, Campbell University and Department of Marketing and Distribution, University of Georgia)
G.M. Zinkhan
(Lundy‐Fetterman School of Business, Campbell University and Department of Marketing and Distribution, University of Georgia)
153
Abstract
Multiattribute utility models link the relative attractiveness of a given project to the utility functions of the decision makers. Conjoint analysis is industry's most commonly used marketing research method for measuring consumers' multiattribute utility functions (Green 1984). In this article, conjoint analysis is proposed as a methodology for measuring managers' utility functions regarding innovative capital budgeting proposals.
Citation
Zinkhan, F.C. and Zinkhan, G.M. (1994), "AN APPLICATION OF CONJOINT ANALYSIS TO CAPITAL BUDGETING: THE CASE OF INNOVATIVE LAND MANAGEMENT SYSTEMS", Managerial Finance, Vol. 20 No. 7, pp. 37-50. https://doi.org/10.1108/eb018480
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited