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Since the inception of the conjoint analysis technique in the year 1971, papers addressing the epistemological aspects of conjoint analysis are scant. Hence, this paper attempts to address the vacuum of qualitative discourse addressing the epistemological and methodological aspects of conjoint analysis including different issues, challenges, probable solutions, limitations and future direction of conjoint analysis in the recent decade.

For exploring the methodological and epistemological aspects of conjoint analysis, the seminal papers on conjoint analysis were reviewed. Moreover, the authors' experience for the state-of-art review was also taken into consideration.

The findings suggest that conjoint analysis that roots back since 1971 has not seen much exploration in Asian regions and is mainly used for new product development in the field of marketing or allied areas. Moreover, the reliability and validity of conjoint analysis is always a matter of concern for the researchers that hinders this technique's wider adaptability. Thus, the paper presents some probable solutions to address the focal issues useful for improved reliability and validity of the conjoint analysis technique.

This paper attempts to familiarize the researchers with epistemological and methodological aspects of conjoint analysis with certain solutions to evolve beyond existing conjoint analysis dimensions in terms of improved validity, reliability, epistemological and methodological aspects of conjoint analysis (CA). Moreover, it acts as a call for research in different research domains, especially in the Asian continent.

There exist certain seminal research papers on epistemological aspects of conjoint analysis. However, there is a dearth of such attempt in the recent decade addressing the application issues of conjoint analysis incorporating the recent issues as well. Therefore, this paper is an attempt to usher the future researcher to understand the methodological aspects of conjoint analysis. It may prevent them from violating the basic assumptions and methodological threshold. This research technique is preferred equally by academicians and practitioners, thus making it imperative to have clarity beforehand for improved research rigor.

Much of the research conducted in logistics/SCM has focused on satisfaction/retention of customers. This has left a critical gap for managers: before customers can be satisfied and ultimately retained, a purchase choice of logistics services has to occur. To date, very little research has addressed how logistics customers make purchase choice decisions about logistics services. The purpose of this paper, using logistics research methods, is to introduce adaptive choice modelling (ACM) to address this gap and put forth a research method that is useful for academic researchers and logistics/SCM managers.

This paper provides an overview of ACM, along with a discussion of its important research advantages, limitations, and practical applications. Additionally, an empirical demonstration of this research technique is provided to illustrate how academic researchers and logistics managers can use ACM to better understand the decision‐making process of customers when selecting logistics services.

In order to demonstrate this research technique, a research project was designed and implemented that analyzed the choice process of consumers selecting parcel carriers to ship a textbook. The results show that price, speed of delivery, and tracking are the three most important variables in the selection decision. The results also show that consumers are not homogeneous, but can be divided into five distinct need‐based segments. Recognizing and understanding the nature of these segments should help managers better meet the needs of parcel shippers.

The main research limitation with this study is that it is based on a convenience sample; thus future research will need to replicate this study to confirm the research findings. However, the ultimate purpose of the study is to present a new research method and discuss how to apply this method, so that logistics/SCM practitioners and academic researchers can better understand customers of logistics/SCM services. Thus, while the nature of the sample is a limitation, it should be viewed in this context.

While conjoint analysis has existed for decades, this technique has rarely been implemented by logistics/SCM researchers and practitioners. Instead, logistics/SCM researchers and practitioners have focused more on retention methods and have virtually ignored modelling the actual purchase choice of logistics/SCM services. New advancements in conjoint analysis, specifically the ACM approach, have many important and unique advantages and applications for logistics/SCM researchers and practitioners. ACM has not been used in a logistics/SCM context.

Dolphin excursions have become increasingly popular worldwide. Many past studies assessing the value of dolphin excursions use choice-based methods such as the conjoint analysis. However, this method is often criticized as being hypothetical. The purpose of this paper is to describe a relatively low cost but effective approach to enhance understanding of consumer preference obtained by conjoint analysis. The method relies heavily on using internet-based survey tools.

Enabled by an online tool, individuals are asked to self-explicate their preferred alternatives using the same attributes as are found in the conjoint design. The difference between the self-constructed, preferred alternatives and those offered in conjoint experiment are incorporated into choice models. Unlike previous research where only rough estimates can be provided, the proposed method allows precise capture of respondents’ preferred alternative through the automated online survey design.

Results show that although the extra effort involved in data collection is small, the gain in model fit, choice interpretation, and the value (welfare) estimation is sizeable. Evidence indicates that consumers would be willing to pay up to $50 more for adventurous excursions and guarantees that they will interact with dolphins could worth up to $70 per trip. The approach presented in this paper can also serve as a method to test for preference consistency.

This study is the first using an online survey to assess values associated with dolphin excursion. It describes the benefit of involving online tools to enhance modeling and interpretation of consumer behavior. Applications of internet-based surveys on household consumer products are abundant (such as food and electronics) but this study offers a much less discussed application in environmental service.

To solve the trade‐offs between marketing and R&D domains and to minimize information loss in new product development (NPD), this study proposes an integrated design process as a new solution to the interface system between the two domains.

House of Quality integrated with multivariate statistical analysis is used for determining important design features. These design features are used as parameters for conjoint analysis and Taguchi method, and then the results of analyses are compared. Sequential application of conjoint analysis and Taguchi method, depending on the differences in utilities and signal to noise ratios, is applied for the integrated design process. An automotive interior design is illustrated for the validation of the integrated design process.

The integrated design process determines a point of compromise between the optimums of conjoint analysis and Taguchi method. Sequential application of two methods ensures full utilization of both methods and no loss of information.

More illustrations on NPD are needed to verify the proposed process.

The design process suggested in this study can be used for process innovation in six sigma approach and be integrated with value chain intelligently. This study proposes the strategic guideline of the integrated design process for enterprises.

The integrated design process suggests the solution for the trade‐offs between marketing domain that pursues the utility of product and R&D domain that emphasizes robustness of product quality. This integrated design process will give enterprises competitive advantages in NPD.

The purpose of this paper is to presents an interactive conjoint analysis Web-based system that allows the problems of traditional conjoint analysis to be avoided.In the case of a product with lot of parameters, respondents’ tacit preferences may be difficult to understand for marketing analysis. To get a precise analysis, respondents must be allowed to reconsider and correct by themselves their evaluations with an adapted tool.

This system also helps respondents to easily evaluate complex product profiles and to be involved in the evaluation process, which also leads to the creation of new knowledge for product design. As this system is designed for marketers and for respondents, this paper also presents the case of a product evaluation with attributes selectable by respondents.

This paper is based on empirical experiment to obtain an efficient design of our system. The authors propose different evaluation scenario to usersto decide the design of our system. The authors want to include users in our evaluation process; however, we found that too much liberty for users can interfere with our objective.

This paper present the design of our original system allowing to perform interactive conjoint analysis.

The purpose of this article is to provide a description of the project ProSeBiCA, carried out in order to adapt the marketing research tool conjoint analysis for the development of future library services. The paper describes the methodical approach, and provides an overview of the results gained by several user surveys.

The methodical approach includes the use of adaptive conjoint analysis (ACA) and choice‐based conjoint analysis (CBC).

Conjoint analysis is an appropriate tool for the strategic development of library services. It provides detailed results by identifying users' preferences towards concrete services, and allows to deduce general statements about future trends for library services.

Future plans include cooperation with the Sheridan Libraries at Johns Hopkins University (Baltimore, Maryland), the Association of Research Libraries (ARL), and other interested partners in order to adapt the ProSeBiCA framework for US libraries and to integrate techniques used by the partners (CAPM, LibQUAL+^TM). The extension of conjoint analysis to the evaluation of services for a fee will be an additional area of research.

Service orientation in libraries can be based on a systematic approach. Depending on local circumstances, interested libraries can improve their service orientation in different ways, either by discussing the results of the analysis made in this project or by using the Conjoint Analysis questionnaire for a survey in their institutions.

The paper describes the current status and provides the latest results of ProSeBiCA. It is of interest to library managers and marketing researchers.

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.

The application on conjoint analysis to the task of customising financial services is discussed. Conjoint analysis allows for the generation of the utility levels associated with financial service design alternatives. By evaluating service‐provider and customer utility levels simultaneously, an efficient frontier of financial service designs can be identified. This process can greatly simplify the financial service design selection decision, since it eliminates inferior alternatives from consideration. A hypothetical example, the selection of commercial line of credit features for a potential corporate customer, is demonstrated.

To help further our understanding of how keymethodological issues in conjoint analysis influence outcomes, a choice‐based conjoint study measuring consumer preferences for pre‐packed apple selection packs was conducted. The role of stimuli presentation format was considered by comparing the performance of physical prototype stimuli and realistic pictorial representations. This indicated no substantial differences in the choice decisions made using the two presentation formats and suggested that photographic images may be used instead of prototype stimuli. A second issue pertained to the need for training and warm‐up exercises prior to the actual conjoint choice task. While this indicated some differences in choice strategies, a significant improvement in internal validity of choice decisions made with and without training was not achieved. One possible explanation for this finding may be that respondents made choices between apple products, a product category for which decision strategies are likely to be stable and well‐developed.

Outlines the basis of the conjoint measurement technique method, illustrates its application and identifies user problems. Postulates that conjoint measurement is designed for situations where two or more independent variables affect the rank order of a dependent variable. Says that three variables of marketing problems suggest that conjoint measurement could be particularly useful: first, marketing is frequently concerned with ordinal, or ranking, responses; second, marketing involves multi‐attribute stimuli; finally, marketing decisions involved interdependent variables. Explains that conjoint measurement has considerable potential for marketing applications — but it is not without pitfalls and expounds on these. Uses the MONANOVA method to produce degenerate solutions to consumers' preference rankings.