Publication | Edward Elgar
Handbook of Marketing Analytics
Michael P. Akemann, Rebbecca Reed-Arthurs, and J. Douglas Zona
Mike Akemann, Rebbecca Reed-Arthurs, and Doug Zona coauthored a chapter on “Conjoint Analysis: Applications in Antitrust Litigation.” They outline some basic considerations and implementation strategies regarding the use of consumer surveys and conjoint analysis in the context of complex litigation. They also describe two applications of these techniques in antitrust disputes in the payment card and infant formula supplements industries.