Sawtooth Software: The Survey Software of Choice

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1 Lecture / 1 Exercise

This is a suggested curriculum for either undergraduate or graduate students in business or marketing. The purpose is to introduce students to conjoint analysis in a non-technical manner. This program may be taught as a single lecture and a set of short readings, followed by an exercise taking about 2 hours at most to complete.

Day 1: Intro to Conjoint Analysis and Adaptive Conjoint Analysis (ACA)

Student Readings:

Student Exercises:

  1. Access the Adaptive Conjoint Analysis (ACA) Sample Study and complete the questionnaire. Answer the questions realistically, to reflect your opinions and preferences. At the end of the interview, the computer estimates your preference scores (part worth utilities) and importance scores for the attributes. Cut-and-Paste the part worth utility and importance results into your work.
  2. What was the survey experience like? Do these part worth utility and importance scores seem to reflect your preferences?
  3. According to your utilities, which of these product alternatives would you be expected to prefer?
      Alternative 1 Alternative 2 Alternative 3
    Brand Dell HP Gateway
    Processor Speed 2.66 GHz (Quad Core) 2.66 GHz (Dual Core) 3.50 GHz (Quad Core)
    Memory (RAM) 4 GB RAM 2 GB RAM 1 GB RAM
    Hard Drive 250 GB 500 GB 100 GB
    Monitor 15-Inch 17-Inch 21-Inch
    Keyboard Standard Ergonomic Standard
    Productivity Software Microsoft Office (Word, Excel, Outlook) Microsoft Office Small
    Business (Basic +
    PowerPoint, Publisher)
    Microsoft Office
    Professional (Small
    Bus + Access database)

    (Sum the scores across the features to determine the total value of each alternative.)

  4. Is this an accurate prediction of your preference?

Instructor Aids:

Demonstrate CBC Using Only Basic Math

This survey will illustrate how Choice-Based Conjoint surveys work. It involves choosing food for dinner at a baseball game. You will take a quick 9-question CBC questionnaire, and then, using simple addition arithmetic, we will analyze your results and place the results into a "what-if" market simulator to see how your results stack up against others who have completed this survey.

Begin Demonstration