Sawtooth Software: The Survey Software of Choice

Melanie Franke

Melanie Franke

Melanie is a PhD student at the Department of Finance at the RWTH Aachen University. Her research concentrates on sustainable real estate, for example energy efficiency of buildings. Therefore, she evaluates whether and how legal requirements influence the perception of green residential properties from the consumer’s point of view.

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Silvia Angelova

Silvia Angelova

Silvia, 28 years old, is studying Transport Economics at the Technische Universität Dresden. As part of her master’s thesis she is going to conduct a research in the field of transport mode choice. She will empirically analyze the decision making process for every day and long-distance trips. The main research question is how the choice of transport mode for every day and long-distance trips differs and which attributes influence the decision making process in both cases. Different trip purposes will also be taken under consideration, in order to conclude how the trip purpose influences the transport mode choice for every day and long-distance trips. In order to collect the data she is going to carry out a Choice-based Conjoint Analysis.

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Julia Veitl

Julia Veitl

Julia is currently completing her Master of Science in Technology and Management at the Technical University of Munich. During her studies, Julia spent one academic semester at the Sogang University in Seoul (South Korea) and one at the Université du Québec à Montréal (Canada).

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Lilli Leirich

Lilli Leirich

Lilli is a doctoral student at the University of Trier (Germany). After graduating from the University of Siegen (Germany) with a B.Sc. in Business Administration and a M.Sc. in Management and Markets she worked as a science assistant at the Baden-Wuerttemberg Cooperative State University (DHBW) in Mannheim (Germany). Now, there she supervises a project concerning the establishment and promotion of entrepreneurial spirit and a vital startup culture.

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Cam Carlson

Cameron D. Carlson

Cam serves as both the Director of the Center for the Study of Security, Hazards Response and Preparedness (C-SSHRP) as well as the Homeland Security and Emergency Management (HSEM) undergraduate and graduate programs at the University of Alaska Fairbanks. Cam recently completed his PhD. (2017) and utilized Best Worst Scaling (BWS) and Total Unduplicated Reach and Frequency (TURF) in his investigation as to the workforce education needs for those employed within the homeland security and emergency management enterprise.

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Philip Womble

Philip Womble

Philip Womble is an attorney and a PhD Candidate in the Stanford Emmett Interdisciplinary Program in Environment and Resources (E-IPER) specializing in water policy and water markets. He received his JD from Stanford Law School in 2016. Philip's research couples his formal training in hydrology and law with insights and tools from economics, ecology, and operations research to study how states in the western U.S. can more efficiently allocate water while also protecting the environment.

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Nikolai Cook

Nikolai Cook

Nikolai is a PhD Candidate in Economics at the University of Ottawa. His interests include Environmental and Labor Economics. Nikolai uses Sawtooth Software as a mobile laboratory to measure discrimination in the labor market. More information, and current research can be found at www.nikolaimcook.com.

Anja Weinert

Anja Weinert

Anja, 25 years old, is enrolled in the Master of Science program in Business Administration at the LMU Munich, Germany. Currently she is writing her master thesis at the Institute of Electronic Commerce and Digital Markets.

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Stefanie Weniger

Stefanie Weniger

Stefanie Weniger is a doctoral candidate at the chair for Entrepreneurial Finance at the Technical University of Munich in Germany, under the supervision of Prof. Reiner Braun. She holds a B.A. in Corporate Management & Economics and Communication & Cultural Management, as well as a M.Sc. in Business Administration. During her studies and her subsequent work experience in a consulting company, she specialized in the field of market-based management and innovation.

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Gian Carlo Bauer

Gian Carlo Bauer

Gian Carlo is a 25-year-old student currently finishing his Master of Arts in Business Innovation at the University of St.Gallen. He holds a Bachelor Degree in Business Administration from the University of Zurich and is interested in electric mobility.

At the Institute for Customer Insight at the University of St.Gallen he is currently writing his master’s thesis in the field of pricing strategies for electric vehicles. With regard to falling battery cost for electric vehicle manufacturers (and hence additional potential for purchase price reductions) the objective of the thesis is to identify trade-off decisions of consumers when deciding for or against an electric vehicle on different price levels. The results will be used to develop pricing strategies for electric vehicle manufacturers based on identified consumers’ willingness to pay. Therefore, he is preparing an online survey including a Van Westendorp and an Adaptive Choice-Based Conjoint analysis. The target group of the survey will be Swiss people interested in buying a vehicle in the near or middle-term future. To promote his thesis, he will use targeted social media marketing instruments.

Results

To summarize, the empirical analysis revealed a realistic willingness to pay for a compact class BEV which lies well within the predicted drop range in battery prices until 2030. In the Conjoint analysis where price parity between the different vehicle classes was assumed an astonishingly high share of preference for all BEV classes are revealed. In addition, differences in preferences between different consumer segments are identified such as a significant gender gap in importances of the examined attributes. In the market simulations, the price sensitivity of participants for the examined attributes is identified. The simulations reveal that a driving range below 300 km is unacceptable even for micro cars. Although higher driving ranges lead to a higher expected share of preference a driving range of 400 km seems to maximize the perceived value of consumers in a trade-off decision between a lower price and a bigger battery. These results strongly support the predicted increase in market share of BEV in all classes over the next decade, given that the predicted cost improvements of vehicle batteries are realized.

Besides his studies Gian Carlo is an enthusiastic snowboarder and loves to travel. You may contact Gian Carlo at This email address is being protected from spambots. You need JavaScript enabled to view it.,

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Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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