Sawtooth Software: The Survey Software of Choice

Marcel Lichters

Marcel Lichters

Marcel is a 30 years old Research Associate/ Doctoral candidate at the Otto-von-Guericke University Magdeburg, Germany. Here, Marcel is approaching a Ph.D. at the chair of Empirical Economics and Health Economics. In the past, Marcel completed a B.Sc. in Business Psychology and a M.A. in Business Consulting both at the Harz University of Applied Sciences in Wernigerode, Germany.

Working Experience

Prior to his PhD studies, Marcel gathered some valuable working experience in his role as a Project Assistant/ data analyst for a strategic consultancy (management tools ag in Beckenried, Switzerland) and as a project manager for a company specialized in marketing research and sensory innovation management (isi in Goettingen, Germany).

Beside these activities, Marcel enjoys giving lectures to his ambitious students. Currently, he is responsible for the topics health economics and statistics at the Otto-von-Guericke University Magdeburg and Sawtooth Conjoint-Analysis at the Harz University of Applied Sciences in Wernigerode. In the past, Marcel lectured market research at the University of Cooperative Education in Göttingen.

Research Goals

In his research Marcel focuses on medical decision making. Within his first study, Marcel makes use of the Sawtooth Software CBC module to identify important patient characteristics relevant for allocation decisions of donor organs. Based on former studies of the research team, it is hypothesized that decision makers with medical background use different criteria for their decisions in comparison to the general public. In a second step, Marcel transfers findings originated in the field of consumer behavior to the field of health economics. Therefore, he will evaluate well-known context effects such as the attraction-effect and the compromise-effect and evaluate their influence in choice-based-conjoint-analysis on health-related decisions. Moreover, further stages of this study including the Sawtooth Software’s ACBC module are planned.

At his free time Marcel has many hobbies. One of them refers to a typical passion of Germans: beer, which he brews by himself. It’s always a great pleasure for him to share his newest brewery achievements with visitors from all over the world.

You can contact Marcel via his LinkedIn account or via This email address is being protected from spambots. You need JavaScript enabled to view it..

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