These proceedings are a written report of the fifteenth Sawtooth Software Conference, held in Newport Beach, California, October 6-8, 2010. This conference was held in concert with the third Conjoint Analysis in Healthcare Conference, chaired by John Bridges of Johns Hopkins University. Conference sessions were held at the same venue, and ran concurrently. The presentations of the healthcare conference are published in a special edition of The Patient—Patient Centered Outcomes Research.
The focus of the Sawtooth Software Conference continues to be quantitative methods in marketing research. The authors were charged with delivering presentations of value to both the most sophisticated and least sophisticated attendees. Topics included menu and bundling choice tasks, choice/conjoint analysis, MaxDiff, and hierarchical Bayes estimation.
The papers are in the words of the authors, with generally very little copy editing done on our part. We are grateful to the authors who sacrificed time and effort in making this conference one of the most useful and practical quantitative methods conferences in the industry. While preparing this volume takes significant effort, we‘ll be able to review and enjoy the results for years to come.
