Choice-Based Conjoint (CBC), MaxDiff (Best-Worst Scaling) and Adaptive CBC (ACBC) are the most common tools of the trade for choice modelers working in marketing research, economics, and psychology. This two-day hands-on workshop will skip most of the theory and focus instead on the practical nuts and bolts of implementing these choice modeling approaches within Sawtooth Software’s platforms.
Each attendee must bring a laptop PC, as we’ll be doing a wide variety of software and analysis exercises using both our Discover and Lighthouse Studio platforms. In fact, we’ll spend more time using software with you than we typically do in our conjoint analysis training workshops.
On day 1, we’ll cover implementing CBC and MaxDiff within our new and intuitive cloud-based platform, Discover. This includes estimating utilities via HB-MNL and conducting market simulations (for CBC) and TURF optimization for MaxDiff. Don’t let Discover’s beauty and user-friendly demeanor lull you into thinking it doesn’t have some power under the hood! We’ll show how to implement some power tricks such as tool tips, custom CSS, piping, and custom JavaScript. In addition, we’ll demonstrate some of the general-survey capabilities of the rapidly evolving Discover platform.
Day 2 shifts the focus to our Windows-based Lighthouse Studio platform for conducting web-based surveys, with Windows-based analysis. Lighthouse Studio has astonishingly sophisticated features for design and analysis of CBC, MaxDiff, and Adaptive CBC. We’ll cover such features as: conditional pricing/display, alternative-specific designs, partial-profile CBC, importing your customized designs, adaptive CBC, sparse MaxDiff, bandit MaxDiff, and relevant items MaxDiff. We’ll also devote coverage to aggregate logit, aggregate counting analysis, latent class MNL, plus implementing covariates in HB analysis.
