Offers a practical, accessible introduction to conjoint analysis appropriate for business managers involved in marketing and strategic planning, research analys
Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer attitudes, opinions, and behavior. Introduced as a f
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol
Conjoint analysis (CA) and discrete choice experimentation (DCE) are tools used in marketing, economics, transportation, health, tourism, and other areas to dev
As research in tourism and hospitality reaches maturity, a growing number of methodological approaches are being utilized and, in addition, this knowledge is di