Louviere et. al. (2010) suggest that DCE, which is based on Random Utility Theory has a direct link to a theory of consumer behaviour, whereas Conjoint Analysis, which is based on Conjoint Measurement theory, has no basis in any theory of consumer behaviour. As I understand the paper, the key issue is the theory underpinning the two approaches, not the experimental design approach used.
I'd welcome your comments on the paper and on whether even CBC may be inappropriate to model consumer choice given the lack of support from consumer behaviour theory.
The paper I refer to is at (https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCMQFjAA&url=http%3A%2F%2Feconweb.ucsd.edu%2Fcee%2Fpapers%2FCarsonPapers%2FLouviere_Flynn_Carson_Oct2010.pdf&ei=Moh1VZ-wFaO8mAWp6oOwCw&usg=AFQjCNGpJyrkQ00CgGe_lmwoQO0fsDtLPw&bvm=bv.95039771,d.dGY)
Thanks!