Background Note | HBS Case Collection | March 1999 (Revised December 2001)

Analyzing Consumer Preferences

by Robert J. Dolan


Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application.

Keywords: Marketing; Mathematical Methods; Product Marketing;


Dolan, Robert J. "Analyzing Consumer Preferences." Harvard Business School Background Note 599-112, March 1999. (Revised December 2001.)