Exercises
Research Concepts
Overall
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Why are market researchers concerned with choice?
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Compare and contrast the conjoint, discrete choice, and MaxDiff choice frameworks.
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What marketing questions are addressed by the conjoint, discrete choice, and MaxDiff choice frameworks?
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Compare and contrast effects and dummy variable coding.
Conjoint
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Discuss the confusion between “conjoint” and “choice-based conjoint.”
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Distinguish between attributes and alternatives.
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What scale is usually used to measure consumer preferences?
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Describe the basic conjoint model.
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What are part-worths?
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What estimation method is typically used to estimate conjoint part-worths?
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What is the main experimental design used for ...
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