Webcast Recording: Best Practices in Design of Conjoint Analysis

Setting up and running a conjoint analysis is easy, but getting the design right can be hard.  Finding the right balance between your clients’ and respondents’ needs requires a lot of diplomacy and a solid understanding of the consequences of different design choices.  Please join us as we discuss a wide range of important design issues. 

You will learn:

• When should conjoint analyses be used, and when shouldn’t they?
•  How to choose the best set of attributes and levels
•   Potential pitfalls when executing the survey
•  How to analyze the results properly
•  The use and misuse of simulators

Meet Your Presenter:
Steven P. Gaskin, Principal of Applied Marketing Science

Steve has conducted and analyzed quantitative primary and secondary research for the consumer packaged goods, automotive, high technology, telecommunications, pharmaceutical and financial services industries for over 20 years. As president of The Delphi Group, his projects included worldwide new vehicle sales forecasting for the Ford Motor Company, litigation research for major corporations, and teaching training courses to consultants on statistics and multivariate analysis techniques.  

Over the past four years, he has developed proprietary models for measuring the sales lift from trade promotions at the store-item level, as well as models for household-level targeting for major consumer packaged goods manufacturers and grocery chains. He also implemented the first commercial application of Fastpace, a new adaptive conjoint analysis technique developed as part of MIT’s Virtual Customer Initiative. The journal article describing FastPace was published in Marketing Science and won the John D. C. Little Award for Best Marketing Science Paper in 2003. 

Steve began his marketing career in the ASSESSOR Division of Management Decision Systems, Inc., where he worked with professors from the MIT Sloan School of Management on developing models for new product forecasting and defensive marketing strategy. He subsequently became head of research and development for ASSESSOR, extensively rebuilding its new product forecasting capabilities in the areas of consumer packaged and durable goods.

Steve is also the developer of RAPIDS, a sales force optimization tool that helps managers determine the best size and structure for their sales force, as well as the best allocation of resources across products, segments and regions. Steve has published an article on defensive marketing strategy in Marketing Science with AMS co-founder and senior consultant Dr. John Hauser of MIT. He also co-authored an article with MIT Professor Glen Urban on market share rewards to pioneering brands, which won the TIMS College of Marketing award for best paper of 1986.  Lastly, he is the coauthor of an upcoming JMR article describing and testing a new method of conjoint analysis. 

Steve received his S.B. degree from the Sloan School of Management at M.I.T. in 1977. He received his M.S. degree in 1983 at the Sloan School, winning the Brooks Prize for best Master's Thesis.

Duration: 1 hour

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