Publication | Edward Elgar
Conjoint Analysis: Applications in Antitrust Litigation
Mike Akemann, Rebbecca Reed-Arthurs, and Doug Zona coauthored a chapter in Handbook of Marketing Analytics. 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.