From Consumer Preferences Towards Buying Decisions Conjoint Analysis as Preference Measuring Method in Product Recommender Systems

This paper briefly introduces the conjoint analysis as a method to measure consumer preferences. Based on the introduction the conjoint analysis is suggested as preference measuring method in product recommender systems. The challenges and limits in applying the conjoint analysis to product recommender systems are analysed and discussed. In the end we present a set of adaptations to the traditional conjoint analysis which address the mentioned challenges and limits.