On February 22–24 in Rotterdam, The Netherlands, Sawtooth Software and SKIM will present a 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 SKIM's headquarters.
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)