Lehrende: Prof. Dr. Felix Eggers
Veranstaltungsart: Seminar / Übung
Orga-Einheit: Graduate School | ZUGS
Anzeige im Stundenplan: Conjoint Analysis
Credits: 4,0
Standort: Campus der Zeppelin Universität
Unterrichtssprache: Englisch
Min. | Max. Teilnehmerzahl: 5 | 15
Inhalte: Conjoint analysis is one of the most widely used methods for preference measurement. As an experimental procedure, it can be used to decompose preferences for specific product attributes, e.g., brand or price. Knowledge of the preferences reveals the underlying motives for behavior and enables the researcher to predict purchase decisions for specific alternatives or – with varying prices – to estimate price sensitivity and willingness to pay. Conjoint analysis is not limited to marketing applications but can be used for a vast area of multivariate research, for example: | Finance: e.g., measurement of reactions to investments that differ in interest rate, risk, investment period etc. | Economics: e.g., examination of alternatives to enhance perceived social welfare. | Behavioral Science: e.g., measurement of physical attraction depending on hair color, height, weight etc. | Politics: e.g., evaluation of party programs, voter segmentation, etc. | Academia: e.g., lecture evaluation depending on course material, didactical competency etc.
Lernziele: To date, many different conjoint methods exist. The aim of the seminar is to give an overview of the different approaches of conjoint analysis and explain their differences as well as potential applications. A special emphasis will be given to newer choice-based conjoint applications. Choice experiments are appealing because choices are an integral part of people’s everyday life. Buying a specific product or deciding to participate in this seminar represent choices that are “natural” manifestations of a person’s preference, and they are easy to accomplish. Apart from theory, the seminar includes hands-on tutorials for implementing experimental designs into online surveys and estimating preferences using free statistical software.
