For discussion of conjoint measurement, see: GreenPaul E., “Marketing Applications of MDS: Assessment and Outlook,”Journal of Marketing (January 1975), pp. 24–31; JohnsonRichard M., “Trade-off Analysis of Consumer Values,”Journal of Marketing Research (May 1974), pp. 121–127; GreenPaul E.WindYoram, Multiattribute Decisions in Marketing: A Measurement Approach (Hinsdale, Ill.: Dryden Press, 1973); and GreenPaul E.WindYoram, “New Way to Measure Consumers' Judgments,”Harvard Business Review (July/August 1975), pp. 107–111.
2.
Analysis of the data was done with Kruskal's MONANOVA program: KruskalJoseph B., “Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data,”Journal of the Royal Statistical Society, Series B (March 1965), pp. 251–263.
3.
Clustering was done with the minimum variance algorithm: AnderbergMichael, Clustering Analysis (New York: Academic Press, 1973).
