Conjoint analysis:
a free course.

What conjoint analysis is, how choices become values, how people switch between products, and how to read uncertainty. Then one chapter per method: choice-based conjoint (CBC), menu-based choice, MaxDiff and TURF. Each chapter links to a tutorial on example data where the right answer is known.

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1. Background and motivation

  1. What conjoint analysis is
  2. From choices to value
  3. How shoppers switch
  4. Uncertainty: ranges and holdouts

2. Choice-based conjoint (CBC)

  1. Designing a CBC study
  2. Your data
  3. The model
  4. Reading the results
  5. The simulator
  6. The optimizer
  7. When our model helps

3. Menu-based choice (MBC)

  1. What menu-based choice is
  2. Your menu data
  3. The menu model
  4. Reading the menu results
  5. The menu simulator
  6. When the menu model helps

4. MaxDiff

  1. What MaxDiff is
  2. Your MaxDiff data
  3. The MaxDiff model
  4. Reading the MaxDiff results
  5. MaxDiff: what to expect

5. TURF (reach)

  1. What TURF is
  2. Reach in Chosŏn
  3. TURF: what to expect