Sawtooth Software Conference 2000 Hilton Head, South Carolina, March 21-24

The Sawtooth Software conferences are renowned for their practitioner-oriented focus and depth in the fields of conjoint analysis, segmentation, and data collection/analysis. It is not a sales-oriented program, but a forum to exchange ideas and learn about quantitative methods in marketing research.

The 2000 conference will focus on conjoint/choice analysis and general issues regarding data collection (both PC and Internet). The first day includes optional tutorials. The general session starts on March 22.

We have provided summaries of the tutorials and presentations here. For more information, please see our web site

March 21 - Optional Half-Day Tutorials

Tutorial workshops are being offered to provide opportunities for a more in-depth learning experience. Each tutorial will be led by an outstanding professional with pertinent research and teaching experience. Class size is limited to foster interaction and individual instructor attention. These classes are offered on Tuesday only. Tutorials are optional and are an additional cost.

Interviewing over the Internet (8 am - 12 pm)
Chris King, Sawtooth Software, Inc.

There is a lot of discussion about the web and marketing research. Some believe that the technology is too new and has limited use for general purpose marketing research. We will try to separate the facts from the fiction to help you decide whether it is useful for you, and how to get started.

The first half of the tutorial will cover mostly theory. The second half will step through a sample internet study from construction to data collection to analysis using Sawtooth Software and other tools. Attendees should have some familiarity with the web from a user's perspective. Some exposure to HTML is helpful but not necessary.

An Introduction to Hierarchical Bayes Methods (8 am - 12 pm)
Tim Renken, Angus Reid Group & Mark Garratt, Miller Brewing Company

Hierarchical Bayes methods have generated a lot of excitement in the marketing research community in recent years because of their ability to estimate models we could not before estimate. Now we have off-the-shelf computer hardware and software to make these techniques available to a wide audience. Tim and Mark have been using hierarchical Bayes methods for the past five years to study a wide variety of research problems, and in this tutorial they describe the theory underlying hierarchical Bayes methods as well as some interesting case studies.

Advanced Research Methods Using SPSS and SAS Software (1 - 5 pm )
Tony Babinec, SPSS, Inc. & Warren Kuhfeld, SAS Institute, Inc.

This session will feature representatives from two well-known statistical software companies. They will provide instruction on advanced methods along with a demonstration of how their respective software can solve specific analytical problems.

Neural Networks and Decision Trees--Tony Babinec, SPSS

Neural networks and decision trees are two popular modern techniques that can be used in classification and prediction problems. Both techniques are very flexible, and both can be implemented in a variety of ways. Roughly half the presentation time will be spent on exposition, and the other half will be spent on demonstration using marketing examples and current software such as Clementine and AnswerTree.

Design Efficiency for Conjoint and Choice Experiments-- Warren Kuhfeld, SAS Institute

Marketing researchers have increasingly turned to conjoint and discrete choice experiments to address questions about product and price optimization and strategy. Fundamental to these techniques is the plan for running the study, which is called the experimental design. The purpose of this tutorial is to provide a practical introduction to basic experimental designs for conjoint and discrete choice analysis. Topics will include orthogonality, balance, efficiency and coding.

Introduction to CBC (1 - 5 pm)
Tom Pilon, TRAC Inc.

Choice-Based Conjoint has become very popular in the last five years. It is well-suited for both product-design issues and pricing research. One of the main strengths of CBC interviews has been their ability to mimic what buyers do in the marketplace: choose among available products. Until recently, this realism came at a cost: CBC data could only be analyzed in the aggregate. Recent advances have made it possible to analyze CBC data at the segment- or individual-level, making CBC even more useful and accurate than before. e will provide a brief history of conjoint methods including traditional full-profile conjoint, ACA and choice based conjoint. Following that, we'll talk about how to design, conduct and analyze a CBC study.

March 22-24, General Session

The main session will feature 24 presentations. Each presentation is followed by approximately 10 minutes of audience discussion. Following is a list of presentations and authors.

  • Moving Studies to the Web: A Case Study - Karlan Witt, IntelliQuest, Inc.
  • Trouble with Conjoint Methodology in International Industrial Markets - Stefan Binner, bms GmbH
  • Validity and Reliability of Online Conjoint Analysis - Torsten Melles & Ralf Laumann, Universitaet Muenster
  • Brand/Price Trade-Off Via CBC and Ci3 - Karen Buros, The Analytic Helpline, Inc.
  • Preference- & Choice-Based Modelling Comparison - Roger Brice, Phil Mellor & Stephen Kay, Adelphi Group Ltd.
  • Cutoff-Constrained Discrete Choice Models - Michael Patterson & Curtis Frazier, IntelliQuest, Inc.
  • Calibrating Price in ACA: The ACA Price Effect and How to Manage It - Peter Williams & Denis Kilroy, The KBA Consulting Group
  • Multistage Conjoint Revisited - Further Case Studies - Brent Soo Hoo & Mina Kung, Griggs-Anderson/Gartner Group
  • Using Evoked Set Conjoint Designs - Sue York, IQ Branding
  • Practical Issues Concerning the NOL Effect - Marco Hoogerbrugge, SKIM Analytical
  • An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models - Dick McCullough, MACRO Consulting, Inc.
  • Creating Test Data to Objectively Assess Conjoint and Choice Algorithms - Ray Poynter, IntelliQuest, Inc.
  • A Bayesian Approach to an Old Problem: Rethinking Product Attribute Segmentation - Stuart Drucker, Drucker Analytics
  • Modeling Constant Sum Allocations in Conjoint Studies - Jim Gallagher & Douglas Willson, National Analysts, Inc.
  • Classifying Elements with All Available Information - Luiz Sa Lucas, IDS Interactive Data Systems
  • Perceptual Mapping and Politics 2000 - John Fiedler, POPULUS & Robert Maxwell ,Twelve Americans, Inc.
  • An Overview and Comparison of Design Strategies for Choice-Based Conjoint Analysis - Keith Chrzan, ZS Associates & Bryan Orme, Sawtooth Software, Inc.
  • Customized Choice Designs - Jon Pinnell, MarketVision Research, Inc.
  • Understanding HB: An Intuitive Approach - Rich Johnson, Sawtooth Software, Inc.
  • HB Plugging and Chugging: How Much Is Enough? - Keith Sentis & Lihua Li, Pathfinder Strategies
  • Predictive Validation of Conjoint Analysis - Dick R. Wittink, Yale University
  • Projecting Market Behavior for Complex Choice Decisions - Joel Huber, Duke University
  • Estimating the Part-Worths of Individual Customers: A Flexible New Approach - Kenneth Train, University of California at Berkeley
  • Comparing HB Draws and Randomized First Choice for Conjoint Simulations - Bryan Orme & Gary Baker, Sawtooth Software, Inc.

Hotel Information

The Sawtooth Software 2000 Conference will be held on March 21-24, 2000 at the Hyatt Regency Hilton Head Resort hotel, Hilton Head Island, SC. We have negotiated special room rates for the conference ($129 per night). We recommend that you reserve your rooms as early as possible to not miss this low rate (843/785-1234). When reserving rooms, make sure to say that you are attending the Sawtooth Software Conference.