Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis

Journal of Marketing Research Vol. XLI (February 2004), 116–131 *Olivier Toubia is a graduate student, Marketing Group (e-mail: [email protected]), John R. Hauser is Kirin Professor of Marketing (e-mail: [email protected]), and Duncan I. Simester is a professor (e-mail: [email protected]), Sloan School of Management, Massachusetts Institute of Technology (MIT). The authors gratefully acknowledge the contribution of Robert M. Freund, who proposed the use of the analytic center and the approximation of ellipsoids and gave detailed advice on the application of these methods. This research was supported by the Sloan School of Management and the Center for Innovation in Product Development at MIT. All authors contributed fully and synergistically to this article. They thank Ray Faith, Aleksas Hauser, Janine Sisk, Limor Weisberg, and Toby Woll for the visual design, programming, and project management on the executive education study. This article has benefited from presentations at the CIPD Spring Research Reviews, the Epoch Foundation Workshop, the Marketing Science Conferences (Wiesbaden, Germany; Alberta, Canada; and College Park, Maryland), MIT’s “Managing Corporate Innovation,” the MIT Marketing Workshop, the MIT Operations Research Seminar Series, the Marketing Science Institute’s Young Scholars Conference, the New England Marketing Conference, the New York University Seminar Series, the Stanford Marketing Workshop, and the University of California, Los Angeles marketing seminar series. OLIVIER TOUBIA, JOHN R. HAUSER, and DUNCAN I. SIMESTER*