We are pleased to present the proceedings of the tenth Sawtooth Software Conference, held in San Antonio, TX, April 15-17, 2003. The spring weather in San Antonio was gorgeous, and we thoroughly enjoyed the ambiance of the Riverwalk and the Alamo.
The focus of the conference was quantitative methods in marketing research. The authors were charged to deliver presentations of value to both the most and least sophisticated members of the audience. We were treated to a variety of topics, including discrete choice, conjoint analysis, MaxDiff scaling, latent class methods, hierarchical Bayes, genetic algorithms, data fusion, and archetypal analysis. We also saw some useful presentations involving case studies and validation for conjoint measurement.
Authors also played the role of discussant to another paper presented at the conference. Discussants spoke for five minutes to express contrasting or complementary views. Some discussants have prepared written versions of their comments for this volume.
The papers and discussant comments are in the words of the authors, and very little copy editing was performed. We are grateful to these authors for continuing to make this conference a valuable event, and advancing our collective knowledge in this exciting field.