Students who complete this course will learn fundamental concepts of conjoint analysis. Topics include: designing conjoint and choice studies; conjoint analysis of rank data; and introduction to the multinomial logit model.
- Design experiments to manipulate the appearance of attribute levels in product concepts.
- Use the resulting data to infer how the product attribute levels drive preference or choice.
- Fit a model to the data to predict 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.
- Ranks, ratings, choices
- Random utility models
Designing Conjoint and Choice Studies
- Panel data
- Criteria for obtaining better designs
Conjoint Analysis of Rank Data
- Conjoint analysis of rank and ratings
- Conjoint simulation
Introduction to the Multinomial Logit Model
- Multinomial logit model
- Maximum likelihood estimation
- Extensions to the basic model
Participants should have some familiarity with statistical modeling techniques (e.g. regression).
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Homework in this course consists of short answer questions to test concepts and guided data analysis problems using software.
Guided data modeling problems using software
In addition to assigned readings, this course also has Discussion tasks, and an end of course data modeling project.
The course text is Applied Choice Analysis: A Primer by David A. Hensher, John M. Rose and William H. Greene, published by Cambridge Press.
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.
Course Fee & Information
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.
Transfers and Withdrawals
We have flexible policies to transfer to another course or withdraw if necessary.
Contact us to get information on group rates.
Academic affiliation? In most courses you are eligible for a discount at checkout. Use promo code ACADEMIC where prompted during registration.
Invoice or Purchase Order
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- Color Vision Simulation (native accessibility feature)
- Other native accessibility features instructions