Conjoint Analysis: Design, Analysis and Reporting that Leads to Better Marketing Strategy

Course Category:

• Professional Development course

Instructor(s):

• Ken Deal, MBA, PhD, CMRP, FMRIA

Conjoint analysis is a highly effective means for better understanding the preferences of consumers for products and services. It provides a natural way for consumers to express their preferences, an analytical methodology based on accepted theory of consumer preference modeling, a range of procedures for analyzing the preferences and furnishes information that can be understood easily and can be used as the basis for building highly effective marketing strategies. While there are several design variations, discrete choice conjoint is now the most widely used format and will be the main focus of this workshop. The day will expose participants to the sequence of tasks involved in a conjoint study, from design through presentation. Each step will build on a firm conceptual understanding of the topic followed by hands-on workshop activities. Software applications will be used to illustrate analyses and interpretation of findings will be stressed.

Major topics covered in this course include

1. What does conjoint really mean?
2. Where and why is conjoint useful?
3. What is the basic consumer theory behind conjoint analysis?
   · The essential consumer preference model.
4. The several variations of conjoint analysis.
   · Our focus is on discrete choice conjoint, i.e., choice based conjoint or discrete choice experiments.
5. Examples of discrete choice conjoint projects.
6. The design of discrete choice conjoint projects; qualitative and quantitative components.
7. Field execution of discrete choice conjoint projects.
8. The analysis of preference data resulting from discrete choice conjoint experiments.
9. Segmentation based on consumer preferences, including latent class analysis basics.
10. Simulations leading to better market offerings.
11. Interpretation and presentation of discrete choice conjoint findings for better marketing strategy.

• 203-Marketing Research Statistics & Data Analysis
• 402-Advanced Analysis Techniques

Suggested Audience

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Participants should have had experience with basic and some more advanced data analysis, especially using regression.

• Course Length: 1 Day
• Check-in: 8:30 am
• Classes: 9 am - 5 pm
• Lunch will be provided
• For terms and conditions, click here

The address of the course location will be sent to you with your course confirmation.

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.