About the Cover

The cover artwork for Getting Started with Conjoint Analysis, entitled Mask of Fear, is by Paul Klee (1879-1940): Maske Furcht, 1932, 286 (Y 6) 100 x 57 cm Ölfarbe auf Jute auf Keilrahmen, The Museum of Modern Art, New York.

The cover was designed by Jane Tenenbaum of Tenenbaum Design, Cambridge, Massachusetts.

Cover artwork is consistent with the content of the book. The book deals with methodologies for consumer and business research and the choices that buyers make under an assumed utility maximization motive. When looking at the artwork, we imagine the face of a bewildered consumer, enough feet to go in many directions at once, and an arrow pointing upward out of his head (a possible symbol for utility maximization).

Copyright © 2005 Artists Rights Society (ARS)
New York VG Bild-Kunst, Bonn
Digital Image © 2005 The Museum of Modern Art
Licensed by SCALA/Art Resource, New York