Working Papers

Using Conjoint Analysis to Help Design Product Platforms

William L. Moore, Jordan L. Louviere, and Rohit Verma

Jan 1, 1998

Demonstrates how conjoint analysis can be used to improve product platform decisions by combining demand-side forecasting methods and supply-side cost estimates. Using two product lines in electronic test equipment market, develops optimal design software that finds a profit-maximizing configuration of product features.

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