Conjoint Measurement for Quantifying Judgmental Data. Green, P. E. & Rao, V. R. Journal of Marketing Research, 8(3):355–363, 1971.
bibtex   
@Article{green-rao:1971,
  author = 	 {Paul E. Green and Vithala R. Rao},
  title = 	 {Conjoint Measurement for Quantifying Judgmental Data},
  journal = 	 {Journal of Marketing Research},
  year = 	 {1971},
  volume = 	 {8},
  number = 	 {3},
  OPTmonth = 	 {August},
  pages = 	 {355--363}
}

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