The purpose of this study is to have epistemological and systematic in-depth review about ‘conjoint analysis’, a multivariate data analysis technique. Moreover, an attempt is made to provide the past and current status of research done along with its contribution, relevance and future research agenda in the field of research. To study manifold aspects about conjoint analysis, systematic literature review (SLR) and meta-synthesis techniques were used in combination for qualitative assessment that ensured a rigorous review. In total, 119 peer-reviewed articles were included in the review. The current study depicted the development and expansion of conjoint analysis in marketing research and beyond it in other associate fields. Through the combined application of systematic literature review (SLR) and meta-synthesis, the various commercial and industrial applications of this technique were explored. Moreover, the process of implementation of conjoint analysis with the help of an example and limitations of previous and current studies were discussed. Based on our robust search through relevant papers of reputed databases and best of our knowledge, this is the first literature review paper in the last decade providing the background, evolution, application, limitation and future research avenues of ‘conjoint analysis’ technique, which no other study has done so far.
