It is our pleasure to present the Proceedings of the Sixth Sawtooth Software Conference, held in Seattle, Washington in August, 1997. It is hard to believe that it has been five years since our last conference! The past five years have seen a flood of important developments in interviewing technology and in marketing research. The overall quality of the papers in this volume seem to reflect both a seasoning of ideas and accumulation of advancements.
The focus of the conference was quantitative methods in marketing research. The presenters provided insights into the latest developments in computer interviewing, conjoint, choice, market segmentation, statistical modeling and perceptual mapping. Authors were charged to deliver presentations of value to both the most and least sophisticated members of the audience. We believe both the oral presentations and accompanying papers reflected this focus.
Each author also played the role of discussant to another paper presented at the conference. Discussants spoke for five minutes to express contrasting or complementary views. Many discussants have prepared written comments for this volume.
The papers and discussant comments are in the words of the authors, and very little copy editing was performed. We are in debt to the authors and discussants for making this conference a success and for advancing our collective knowledge in this exciting field.