Current Issues and a “Wish List” for Conjoint Analysis

This paper, by Professor Bradlow, presents a "wish list" of unresolved issues and potential future research directions for conjoint analysis, a widely used marketing tool. This prompts commentary from several experts (Magidson, Vermunt, Louviere, Orme, and Swait), who offer their perspectives on Bradlow's points, sometimes agreeing, sometimes disagreeing, and highlighting existing research or alternative viewpoints. Bradlow then provides a rejoinder, acknowledging the diverse opinions and the challenge of staying current across various related fields, while expressing enthusiasm for future developments in conjoint analysis. Ultimately, the collection of texts provides a snapshot of current debates and opportunities for the advancement of conjoint analysis in both theory and practice.