Widely used in both marketing research and economics, conjoint analysis (discrete choice experiments) is the most successful research technique for understanding how people make multi-attribute decisions. Becoming an Expert in Conjoint Analysis is the book the authors wish had magically fallen out of the sky and onto their desks early on in their careers. Bryan Orme and Keith Chrzan have assembled the practical know-how and step-by-step details that have taken them a combined fifty years to accumulate. This volume is a worthy sequel to the introductory Getting Started with Conjoint Analysis (Orme 2014), designed to accelerate practitioners and academics who have already mastered the essentials of conjoint analysis toward the elite level. Rather than lean heavily on equations, the authors feature intuitive explanations, prior relevant research, practical guidelines, sound statistical theory-and when necessary, a few key equations. If you want a readable choice modeling reference that doesn't fall short on substance; if you are hoping to gain new insights and learn new procedures that you can apply right now in your analytics career, Becoming an Expert in Conjoint Analysis delivers.

BECOMING AN EXPERT IN CONJOINT ANAL

Bryan K. Orme

Keith Chrzan

Sawtooth Software, Inc.

A relatively new class of stated choice experiment, MaxDiff (Best-Worst Scaling) has seen a meteoric rise in popularity. In its ease of use and in the wide range of problems it helps solve, MaxDiff is something of a Swiss army knife among research methods. In Applied MaxDiff Keith Chrzan and Bryan K. Orme introduce MaxDiff with clear examples that walk the reader step-by-step through the process of designing, analyzing and reporting a MaxDiff study. This volume extends the kind of treatment the authors gave conjoint analysis in Becoming an Expert in Conjoint Analysis (Orme and Chrzan 2017). As a result, Applied MaxDiff provides practical guidance based on the authors' experience and on sound statistical theory. Applied MaxDiff draws on a wealth of academic and practitioner research on MaxDiff and usefully summarizes it for readers. Favoring intuitive explanations over complicated equations, the authors want Applied MaxDiff to be a readable source of information on MaxDiff, one that can help beginners get confident enough to start using MaxDiff while offering more experienced researchers ways to get more from their MaxDiff studies.

Applied MaxDiff: A Practitioner's Guide to Best-Worst Scaling

Ask people what they want, and they say, "the best of everything." Ask them what they would like to spend, and they say, "as little as possible." Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer choice. Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer attitudes, opinions and behavior.

GETTING STARTED WITH CONJOINT ANALYSIS

Research Publishers

Ask people what they want, and they say, "the best of everything." Ask them what they would like to spend, and they say, "as little as possible." Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer choice. Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer attitudes, opinions and behavior

Getting Started with Conjoint Analysis (4th Edition)

Research Publishers, LLC

See the best price to sell, buy, or rent books by Bryan K. Orme. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Bryan K. Orme

See the best price to sell, buy, or rent books by Bryan K. Orme. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

BECOMING AN EXPERT IN CONJOINT ANAL

Applied MaxDiff: A Practitioner's Guide to Best-Worst Scaling

GETTING STARTED WITH CONJOINT ANALYSIS

Getting Started with Conjoint Analysis (4th Edition)