Conjoint analysis is a marketing research technique that asks respondents to rank, rate, or choose among multiple products or services, where each product is described using multiple characteristics.

Participants in this course will learn how to use experimental designs to manipulate the appearance of attribute levels in product concepts. Then, after the data are collected, participants will use statistical methods to infer how the product attribute levels drive preference or choice. They will then be able to use the resulting model to model how the market would choose among a set of competing product alternatives.

Course Program:

• WEEK 1: Fundamental Concepts
• WEEK 2: Designing Conjoint and Choice Studies
• WEEK 3: Analysis and Interpretation
• WEEK 4: Case Studies

Important Date:

April 08, 2016 to May 06, 2016

Duration: 

4 Weeks

Time Requirement:

About 15 hours per week, at time of your choosing.

Fees:

INR 37,740 (assuming $ = INR 60)

Full Time/Part Time:

Part Time

Market researchers and consultants, analysts studying corporate strategy.

• Participants should also have some familiarity with statistical modeling (e.g. regression).

• Mr. Anthony Babinec