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Title:	A Market-oriented Approach To Maximizing Product Benefits: Cases in U.S. Forest Products Industries
Author(s):	Reddy, Vijay S.; Bush, Robert J.; Roudik, Ronen
Date:	1996
Source:	Proceedings, Forest Products Marketing Group, IUFRO XX World Congress. 19-38
Description:	Conjoint analysis, a decompositional customer preference modelling technique, has seen little application to forest products. However, the technique provides useful information for marketing decisions by quantifying consumer preference functions for multiattribute product alternatives. The results of a conjoint analysis include the contribution of each attribute and attribute level to overall product utility, the relative importance of product attributes, and market share estimates for hypothetical product attribute combinations. In this paper, the technique is first examined by discussing the series of steps involved in a conjoint study. Following this, the application of conjoint analysis in two studies of forest products is demonstrated.
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