Sawtooth Software: The Survey Software of Choice

Monday: 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

Tuesday: 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

Wednesday Morning: MaxDiff

This half-day session introduces participants to MaxDiff (best/worst item scaling).

  • When to use MaxDiff vs. CBC
  • Designing, programming, and analyzing MaxDiff experiments