8 Supplemental Readings
20 Work Hours
This is a suggested curriculum for technically capable graduate students, appropriate for a graduate-level market research, econometrics, or multivariate methods course. The purpose is to introduce students to conjoint analysis and CBC and give them insight into the mechanics of experimental design. Each student may conduct a primary research project using Sawtooth Software’s Discover-CBC software service and market simulator. Each lecture is accompanied by a set of readings and subsequent exercises that should take about 2 hours each to complete. The primary research project (including software training, data collection, data analysis, and report) should take about 4-10 hours to complete.