Abstract:

This paper begins by discussing the components of a conjoint paradigm and the alternatives within each. This is done to introduce a discussion of three issues: the concept of a “best” paradigm, the use of preference share as a predictor of market share, and the role of conjoint analysis in pricing research and the choice of paradigm for this. The preference share and market share discussion includes data from a recent pharmaceutical study and a literature review is referred to throughout. The paper concludes with a recommendation for pricing research and with suggestions for the contribution that EPHMRA could make in the ongoing debate.