Course: Marketing Analytics – Choice Models and Conjoint Analysis

Professor: Sarah Gelper

ECTS: 1

Aims:

This course introduces doctoral students to choice models and conjoint analysis, fundamental empirical techniques used in marketing research. Choice models and conjoint analysis are used to understand customer preferences, and, hence, provide input for marketing strategy (beyond marketing, these models are also relevant for any type of individual-level choice models in e.g. finance or transportation). The course setup is such that students become familiar with both the fundamentals as well as recent developments in marketing research. For both choice models and conjoint analysis, we will first have a session that reviews the fundamentals (using “classic” research papers and book chapters), followed by a session covering the recent developments. Given that only a limited
number of papers are assigned for each session, a detailed coverage of each paper, with detailed pre-reading on the students’ part, is expected. The last session re-visits the papers discussed in the previous session but with a focus on what makes a paper a “good” paper.

Objectives:

By the end of the course, the student will:

• Be able to formulate a choice model tailored for a given research question.
• Understand the choice model estimation.
• Be able to design a conjoint experiment tailored for a given research question.
• Understand how to collect and analyse conjoint experiment data.
• Have a good understanding of the recent developments in choice modelling and conjoint
  analysis in recent quantitative marketing research.

Registration & Practical Information: soon available on Moodle