Those of us who drive along highways in the Northeastern U.S., stay at Marriott Hotels worldwide or shop for consumer goods on the web are experiencing the benefits of conjoint analysis, a research methodology used to measure consumer preferences that was first developed by Wharton marketing professor Paul Green in the late 1960s. In a recent talk with Knowledge@Wharton, Green discusses, among other things, new ways to “bundle” information, the pharmaceutical industry’s targeted advertising campaign, and the role of the Internet in the global marketplace.
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