It is our pleasure to present these Proceedings of the fourth Sawtooth Software conference, held In Sun Valley, Idaho, In January, 1991.
These papers address PC interviewing and analysis, and include such diverse topics as: non-response bias in telephone interviewing; the availability of PC technology in field Interviewing locations; measuring brand equity with conjoint analysis; and data input devices. Several papers focus on the validity and accuracy of our adaptive conjoint analysis method and some compare that technique with the full profile method.
The 1991 conference was our first that included prepared discussants. The discussants presented complementary and contrasting views, which encouraged audience participation in the "question and answer" periods that followed each presentation. We thank the many discussants who chose to publish their comments In this Proceedings.
We wish it had been possible to include the lively discussions that were launched by the speakers and discussants. These discussions were full of useful comments, challenges, and suggestions. Practical advice was shared, and ideas for future research were proposed. We hope the readers who did not attend - and those who did - will join us and their colleagues at our next conference, in July, 1992.
The papers presented are in the words of the authors; only light copy editing was performed. We thank all of the authors for their efforts and for the contribution they have made to both theory and practice.