This paper proposes a new framework to solve the surprise examination paradox. I survey preliminary the main contributions to the literature related to the paradox. I introduce then a distinction between a monist and a dichotomic analysis of the paradox. With the help of a matrix notation, I also present a dichotomy that leads to distinguish two basically and structurally different notions of s...

This paper reflects on observations from over 100 conjoint analysis projects across the industry and multiple companies that I have observed, conducted, or informed. I suggest that clients often misunderstand the results of conjoint analysis (CA) and that the many successes of CA may have created unrealistic expectations about what it can deliver in a single study. I describe some common points...