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.
Zinkhan, F. and Zinkhan, G. (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/eb018480Download as .RIS
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