Discrete Choice Modeling and Conjoint Analysis

Dr. Anthony Babinec

Aim of Course:

In purchasing broadband internet service, what attributes matter to consumers? Price? Maximum bandwidth? Average bandwidth? Uptime? What is the consumer's ideal product? Are there consumer segments for which differential offerings could be constructed?

To design a product, respond to competitors or anticipate their moves, or develop pricing strategies, decision-makers need to integrate answers to such questions in a quantitatively useful fashion. Conjoint analysis is a marketing research technique that asks respondents to rank, rate, or choose among multiple products or services, where each product is described using multiple characteristics. Participants in this course will learn how to use experimental designs to manipulate the appearance of attribute levels in product concepts. Then, after the data are collected, participants will use statistical methods to infer how the product attribute levels drive preference or choice. They will then be able to use the resulting model to model how the market would choose among a set of competing product alternatives.

Who Should Take This Course:

Market researchers and consultants, analysts studying corporate strategy.

For those enrolled in a Program of Advanced Statistical Studies, this is a required or elective course in the following Programs:

• Statistics in Business & Marketing - elective

Course Program:

The course is structured as follows

The Instructor:

Dr. Anthony Babinec is President of AB Analytics. For over two decades, Tony Babinec has specialized in the application of statistical and data mining methods to the solution of business problems. Tony has multiple degrees from the University of Chicago, where he studied Advanced Statistics and Survey Research. Before forming AB Analytics, Babinec was Director of Advanced Products Marketing at SPSS; he worked on the marketing of Clementine and introduced CHAID, neural nets and other advanced technologies to SPSS users. He has presented at the AMA's Applied Research Methods Conference and Advanced Research Techniques Forum, the Sawtooth Software Conference, Statistical Innovation's Statistical Modeling Week, and numerous professional meetings. He is on the Board of Directors of the Chicago Chapter of the American Statistical Association, where he has held various offices including President. He is on the Editorial Board of the Journal of Targeting, Measurement and Analysis for Marketing.

Organization of the Course:

The course takes place over the internet, at statistics.com. During each course week, you participate at times of your own choosing - there are no set times when you must be online. Course participants will be given access to a private discussion board. In class discussions led by the instructor, you can post questions, seek clarification, and interact with your fellow students and the instructor. The course is scheduled to take place over 4 weeks, and typically requires 15 hours per week. At the beginning of each week, you receive the relevant material, in addition to answers to exercises from the previous session. During the week, you are expected to go over the course materials and work through exercises. Discussion among participants is encouraged. The instructor will provide answers and comments.

Certificates and Grades:

You may be interested only in learning the material presented, and not be concerned with grades or certificates. Or you may be enrolled in a statistics.com Program in Advanced Statistical Studies that requires demonstration of proficiency in the subject, in which case your work will be assessed for purposes of issuing a grade. Or you may require only a "Certificate of Course Completion," along with professional development credit in the form of Continuing Education Units (CEU's). As you begin the class, you will be asked to specify your category.

Credit:

This course offers continuing education units (CEU's). For those successfully completing the course (generally this means marks of 50% or better on the homework), 5.0 CEU's and a certificate will be issued by statistics.com, upon request.

Dates:

Apr. 9 - May. 7, 2010
Click here to be notified of future course offerings.

Participants gain access to the online materials on the first day of the course, and typically spend about 15 hours per week (at their convenience). You retain full access to course materials, including discussion board, for two weeks after the course closing date.

Level:

Advanced/Intermediate

Prerequisite:

The equivalent of Introduction to Statistics 1: Inference for a Single Variable, and Introduction to Statistics 2: Working with Bivariate Data (and, if necessary before these courses, Introduction to Statistics for Beginners or Survey of Statistics for Beginners). Participants should also have some familiarity with modeling, such as Introduction to Regression, Logistic Regression, or Introduction to Data Mining.

Course Text:

The course text is Applied Choice Analysis: A Primer, by David A. Hensher, John M. Rose, and William H. Greene, published by Cambridge Press. To order the text from Amazon.com, please click here.

Software:

Examples of design and analysis will be shown in various software packages. While the course text is tuned to Nlogit/Limdepo, no software is required to do the coursework.

Registration:

Register Online - $469
Register Online (academic) - $369 (you must be affiliated with a college, university or high school)

Add $50 service fee if you require a prior invoice, or if you need to submit a purchase order or voucher, pay by wire transfer or EFT, or refund and reprocess a prior payment. Please use this printed registration form, for these and other special orders.

Note: Courses may fill up at any time and registrations are processed in the order in which they are received. Your registration will be confirmed for the first available course date, unless you specify otherwise.

© statistics.com 2004-2009

Privacy Policy | Contact Us