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Rady School of Management

Quantifying Customer Preferences: Conjoint Analysis

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Description

Explore methodologies that enable the quantification of customer value, preferences, and of market opportunities.

Today’s business world is competitive, data driven, and is not forgiving of hand-waving in the boardroom. Managerial decisions are to be based on hard data. In this module we explore methodologies that enable the quantification of customer value, preferences, and of market opportunities. Using cutting edge applications of conjoint analysis we explore the design, implementation, analysis, post-analysis what-if simulations and predictions needed to shed light and provide accurate answers to complex business questions. We also discuss how to interpret such results.

Who should attend

This course is appropriate for managers engaged in market research, new product/service development, pricing decisions, as well as those at the receiving ends of analyses based on such methodologies.

Experts

Research Areas Marketing strategy Consumer behavior Pricing Judgment and decision making Risk and uncertainty Behavioral economics Business analytics Industry Areas High-tech Biotech Defense Amir''s research focuses on using psychological and economic principles to identify successful str...