Conjoint Analysis in Entrepreneurship Research: A Review and Research Agenda

We review conjoint analysis (CA) usage in recent entrepreneurship research to assess how researchers have used the method to study entrepreneurial decision making. We first provide a brief overview of the method and present an exemplar study. We next examine how 16 studies published in leading entrepreneurship journals from 1999 to 2008 used CA, highlight topics these studies have investigated most frequently, and suggest reasons why studies, in general, have not used the method with greater frequency, despite its many advantages in studying decision making. We conclude by suggesting potential future research applications in an attempt to encourage greater CA usage in entrepreneurship research.