Friday, 21 March 2014

Discrete Choice Modeling and Conjoint Analysis

When Rupert Murdoch bought the Wall Street Journal in 2007 and revamped it, the Journal fought strong newspaper industry headwinds to reverse a decline in ad sales and boost overall revenue and attract subscribers.  They used conjoint analysis, a technique that has been widely used in market research for 30 years.

In "Discrete Choice Modeling and Conjoint Analysis" with Anthony Babinec, you will learn how to ask survey respondents to rank, rate, or choose among multiple products with multiple attributes, using experimental designs to manipulate the appearance of attribute levels in product concepts. Data in hand, you then use statistical methods to infer how the market would choose among a set of competing product alternatives. This course covers statistical techniques that address questions like this. 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.

For more details please visit at

Who Should Take This Course?
Market researchers and consultants, analysts studying corporate strategy.

Course Program:

Course outline: The course is structured as follows

SESSION 1: Fundamental Concepts
  • Ranks, ratings, choices
  • Random utility models

SESSION 2: Designing Conjoint and Choice Studies
  • Samples
  • Surveys
  • Panel data
  • Design of experiments

SESSION 3: Analysis and Interpretation
  • Conjoint analysis of ratings
  • Discrete choice models
  • Prediction

SESSION 4: Case Studies

·     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 instructor, Anthony Babinec, is President of AB Analytics and previously Director of Advanced Products Marketing at SPSS, has specialized in the application of statistical and data mining methods to the solution of business problems.

You will be able to ask questions and exchange comments with the instructors via a private discussion board throughout the course.   The courses take place online at in a series of 4 weekly lessons and assignments, and require about 15 hours/week.  Participate at your own convenience; there are no set times when you must be online. You have the flexibility to work a bit every day, if that is your preference, or concentrate your work in just a couple of days.

We, the Center for eLearning and Training (C-eLT), Pune, partner with and offer these courses to Indian participants at special prices payable in INR.

For India Registration and pricing, please visit us at

Call: 020 6680 0300 / 322


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