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A research technique, called conjoint measurement, evaluates consumers'' judgments to determine the nature of a product and the available market. This technique is especially useful when choosing between multiattribute products. Studies of various complex product choices illustrate how conjoint measurement indicates customer preference and the number of prospective orders. Conjoint measurement also shows consumers'' evaluations of new product formulations; effective packaging, brand name, and promotional copy combinations; pricing and brand alternatives; verbalized descriptions of new products and services; and alternative service designs.