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Contents;R. Duncan Luce and John W. Tukey, “Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement,” Journal of Mathematical Psychology, February 1964, p.I. ? The first marketing-oriented paper on conjoint measurement was by Paul E. Green and Vithala R. Rao, “Conjoint Measurement for quantifying judgmental Data,” Journal of Marketing Research, August 1971, p. 355. Accordingly, it now seems useful to adopt the name, “conjoint analysis”to cover models and techniques that emphasize the transformation of subjective responses into estimated parameters. Green, Paul E. and V. Sriniv