Feature valuation using equilibrium conjoint analysis

John R. Howell; Greg M. Allenby; Peter E. Rossi

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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Research Handbooks in Business and Management series

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

Handbook

Published in print:: 30 Mar 2018

ISBN:: 9781784716745

eISBN:: 9781784716752

DOI:: https://doi.org/10.4337/9781784716752

Pages:: c 712

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Chapter 32: Feature valuation using equilibrium conjoint analysis

John R. Howell, Greg M. Allenby and Peter E. Rossi

Handbook Chapter

Published:: 30 March 2018

Category:: Handbook Chapter

DOI:: https://doi.org/10.4337/9781784716752.00049

Pages:: 609–632 (24 total)

Collection: Business 2018

Abstract

This chapter discusses the use of conjoint analysis in litigation. The author summarizes key court decisions and motivates the use of conjoint analysis as a method of proof in specific litigation settings. The chapter then describes the basic elements of conjoint analysis and addresses several tactical considerations in using conjoint analysis. The specific use of conjoint analysis in a variety of litigation contexts is then summarized, including an extended summary of the use of conjoint analysis in a landmark smartphone dispute.

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