Conjoint analysis is one of the most celebrated tools in Marketing, and its widespread use (not just widespread publication history) has been one of the greatest success stories in Marketing/Business of the academic and practitioner interface. In this article, I provide a wish-list, of sorts, summarizing current cutting-edge research that is trying to fill some holes, and other issues that I ‘wish’ were trying to be filled.
By literally using a list-like statement, current answer, and wish-list format for this article, I hope to provide guidance to both academics and practitioners as to the areas for future important conjoint research. Copyright © 2005 John Wiley & Sons, Ltd.
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