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Conjoint Analysis, Related Modeling, and Applications Authors: John R. Hauser Vithala R. Rao Presenter: jellylover Contents 03 08 09 18 20 Page Introduction Basic elements their evolution Summary conclusions Origins challenges 1 2 3 4 5 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, Augu