BECOMING AN EXPERT IN CONJOINT ANAL

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.