We are pleased to present the Proceedings of the Seventh Sawtooth Software Conference, held in San Diego, California in February 1999. As with previous conferences, the focus was quantitative methods in marketing research. This year saw many authors reporting on commercial and methodological studies involving ChoiceBased Conjoint. Notably, four presentations used actual sales to validate their conjoint models, which is a welcomed practical contribution. In contrast to recent conferences, relatively more emphasis was placed on data collection, with a number of talks focussing on alternative data collection methods, particularly the Internet.
For the first time at a Sawtooth Software Conference, a “Most Valuable Presentation” award was voted on by conference attendees and awarded at the end of the final session. Joel Huber (co-authors Bryan Orme and Dick Miller) received the award for his presentation entitled “Dealing with Product Similarity in Conjoint Simulations.”
Authors 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 indebted to the authors and discussants for making this conference a success and for advancing our collective knowledge in this exciting field.
Some of the papers presented at this and previous conferences are available in electronic form at our Technical Papers Library on our home page: http://www.sawtoothsoftware.com.