Jordan J. LouviereJordan J. Louviere is Research Professor at the School of Marketing, University of South Australia Business School. He is particularly known for pioneering work in the design and application of discrete choice experiments (also called 'choice-based cnjoint') and he also pioneered best-worst scaling (also known as 'Max-Diff Scaling'). He is co-author of Stated Choice Methods: Analysis and Application (Cambridge University Press, 2000). Read More Read Less