Which Conjoint Method Should I Use?

Foreword We originally published an article by this title in the Fall 1996 issue of Sawtooth Solutions. Interest in the paper along with a steady flow of new developments in the conjoint analysis field have led us to update this piece now twice since its original publication. It is paradoxical that many new developments in the conjoint analysis field have made the methods better than ever, but they have also made it more difficult to choose among them. Many differentiating limitations which earlier caused researchers to reject one " flavor " of conjoint analysis in favor of another have been overcome, thus blurring the lines between the unique capabilities of the approaches. For a more in-depth review of the techniques, please see an