Day 1 of 3: Introduction to CBC
This session introduces participants to discrete choice (CBC) analysis through interactive, hands-on training. Attendees will also receive practical experience creating surveys in Sawtooth Software’s Lighthouse Studio system and analyzing the results.
- Conjoint methodology overview
- Formulating attributes and levels
- Designing conjoint experiments
- Analyzing CBC data using Counts, Logit, Latent Class, and hierarchical Bayes (HB)
- Using market simulators to estimate preference for competitive products in market scenarios, including price sensitivity
- Best practices / common mistakes related to CBC
Day 2 of 3: Intermediate CBC
This session builds upon concepts learned in the introductory segments of this training. We'll go beyond the basics of CBC to cover:
- Choosing among the four questionnaire design strategies: Complete Enumeration, Shortcut, Balanced Overlap, and Random
- Prohibitions: are they universally bad? Testing the impact of modest to severe prohibitions
- Design Testing: Quick Test vs. more advanced test using simulated respondents. How the advanced test can help with sample size decisions
- Conditional Pricing: customizing price ranges without the use of prohibitions
- Introduction to Partial Profile, Constant Sum, Alternative-Specific Designs
Day 3 of 3: MaxDiff and Adaptive CBC
This session introduces participants to two of our most popular survey strategies: MaxDiff (best/worst item scaling) and Adaptive CBC.
- When to use MaxDiff vs. CBC
- Designing, programming, and analyzing MaxDiff experiments
- Brief introduction to Menu-Based Choice (MBC)
- Benefits and motivation for Adaptive CBC (ACBC)
- Designing, programming, and analyzing ACBC studies
- When to use non-adaptive CBC and Adaptive CBC (ACBC)
The three-day Choice Modeling Workshop costs $1,600 per participant.