Academic Webinar – Teaching Consumer Research Methods: Conjoint, Discrete Choice, and MaxDiff

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Consumer researchers use specialized quantitative methods for understanding consumer preferences and behaviors. In an increasingly data-driven world, students in business and marketing are likely to encounter – or even apply – such methods at some point in their careers. This webinar reviews JMP tools and tips for teaching several consumer research methods: conjoint analysis, discrete choice, and MaxDiff. Topics will include:

• Constructing and analyzing ratings-based conjoint studies
• Constructing and analyzing MaxDiff studies
• Constructing and analyzing discrete choice studies
• Relevant teaching tips and resources from the JMP Academic team