Conjoint analysis is a marketing research technique that asks respondents to rank, rate, or choose among multiple products or services. In this course you will learn statistical techniques that address questions where each product is described using multiple characteristics. Students will learn how to use experimental designs to manipulate the appearance of attribute levels in product concepts. Then, after the data are collected, they will use statistical methods to infer how product attribute levels drive preference or choice, and use the results to model how the market would choose among a set of competing product alternatives.
Mr. Anthony Babinec
Anthony Babinec is the 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. 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 is on the Board of Directors of the Chicago Chapter of the American Statistical Association, where he has held various offices including President.