Choice Modeling Workshop - Orlando - January 2017

On January 30–February 1 in sunny Orlando, Florida, Sawtooth Software will present its quarterly Choice Modeling Workshop. This is an intensive three-day introductory workshop and training covering three current and popular choice research methodologies: CBC (Choice-Based Conjoint), MaxDiff (Maximum Difference Scaling), and ACBC (Adaptive CBC). Participants will create choice surveys and analyze sample data using a team-oriented case study approach. This event will be held at Disney's BoardWalk Inn next to EPCOT at the Walt Disney World Resort.

Disney's BoardWalk Inn

Agenda

Day 1 of 3: Introduction to CBC

This session introduces participants to discrete choice (CBC) analysis through interactive, hands-on training.

  • Conjoint methodology: overview, concepts, and objectives
  • Formulating attributes and levels
  • Designing conjoint experiments
  • Best practices / common mistakes related to CBC
  • Choosing among the four experimental design strategies: Complete Enumeration, Shortcut, Balanced Overlap, and Random
  • Prohibitions: are they universally bad? Testing the impact of modest to severe prohibitions
  • Design Testing: Quick Test vs. more advanced test using simulated respondents. How the advanced test can help with sample size decisions

Day 2 of 3: Intermediate CBC

This session builds upon concepts learned in the introductory segments of this training. Attendees will also receive practical experience creating surveys in Sawtooth Software’s Lighthouse Studio system and analyzing the results. We'll go beyond the basics of CBC to cover:

  • Analyzing CBC data using Counts, Logit, Latent Class, and hierarchical Bayes (HB)
  • Using market simulators to estimate preference for competitive products in market scenarios, including price sensitivity
  • Conditional Pricing/Display: customizing price ranges and concept display without the use of prohibitions
  • Introduction to Alternative-Specific Designs

Day 3 of 3: MaxDiff and Adaptive CBC

This session introduces participants to two of our most popular survey strategies: MaxDiff (best/worst item scaling) and Adaptive CBC.

  • Designing, programming, and analyzing MaxDiff experiments
  • MaxDiff Analyzer tool and TURF analysis
  • Benefits and motivation for Adaptive CBC (ACBC)
  • Designing, programming, and analyzing ACBC studies
  • When to use non-adaptive CBC and Adaptive CBC (ACBC)