Would you like to have a good introductory book on conjoint analysis that isn't too technical and academic? One that goes beyond the general introductory chapters found in marketing textbooks? A book that is substantial yet remains accessible?
If so, then Sawtooth Software is pleased to announce the availability of the 4th edition of "Getting Started with Conjoint Analysis," an introductory book on conjoint analysis, written by our president, Bryan Orme.
This 242-page book, published by Research Publishers, LLC, assembles and updates introductory white papers that have been available on our website. New to the 4th edition, released in October 2019, is a case study illustrating how a manufacturing company could use conjoint analysis to design and enhance its products. The case study includes examples of formulating attribute lists, designing the CBC questions, collecting data, cleaning data, estimating utilities, and creating market simulations.
The late Paul E. Green (Professor Emeritus of Marketing, University of Pennsylvania) and the "father of conjoint analysis" wrote the foreword for Getting Started with Conjoint Analysis. He remarked: "Getting Started with Conjoint Analysis is a practical no-nonsense guide to what happens when one designs, executes, and analyzes data from real marketplace problems. It should appeal to academics and consultant-practitioners alike. The book is easy to follow, while at the same time being almost encyclopedic in its coverage of topics ranging from study design to the presentation of results to clients."