Conjoint analysis has as its roots the need to solve important academic and industry
problems. Paul Green's work on conjoint analysis grew out of his contributions to the theory
and practice of multidimensional scaling (MDS) to address marketing problems, as
discussed in Chapter 3. MDS offered the ability to represent consumer multidimensional
perceptions and consumer preferences relative to an existing set of products.

Conjoint analysis has as its roots the need to solve important academic and industry
problems. Elsewhere in this volume, Carroll, Arabie, and Chaturvedi (2002) detail Paul
Green's interest and contributions to the theory and practice of multidimensional scaling
(MDS) and clustering to address marketing problems. See also Green and Carmone (1970)
and Green and Rao (1972). The strengths of MDS include the ability to represent consumer
multidimensional perceptions and consumer preferences relative to an existing set of …