Conjoint Analysis

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Del curso dictado por University of California, Davis

Research Report: Delivering Insights

21 calificaciones

University of California, Davis

Research Report: Delivering Insights

21 calificaciones

Curso 4 de 4 en SpecializationMarket Research

You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision? In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.

De la lección

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field.

Synthesizing Findings and Deriving Insights Introduction1:03

Finding the Story in Your Research7:06

Market Positioning4:59

Using Perceptual Maps8:09

Market Segmentation5:25

Segmentation: Variations and Benefits5:47

Conjoint Analysis2:27

Performing Conjoint Analysis10:12

Conoce a los instructores

Robin Boyar
Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
Ashwin Aravindakshan, PhD
Associate Professor, Graduate School of Management
UC Davis

Somewhere in your market research story you're going to have to tell your audience

what consumers are actually willing to pay for

the product that you've so perfectly positioned in the market.

Part of the way you're going to do that is to understand what consumers are willing

to pay for features and what combination of features,

including your brand name, is the best for your offerings.

In this lesson, we are specifically going to introduce conjoint analysis.

When we finish this lesson, you'll be able to define conjoint analysis and

discuss how conjoint analysis is used for product design.

Conjoint analysis is essentially looking at how consumers

trade off between different product attributes that they might consider

when they're making a purchase in a particular category.

It is an approach that determines how each of a product attribute

contributes to the consumer's utility.

So, specifically, it helps you answer, what's the worth of an attribute and

what is the worth of a part of that attribute?

There are multiple resources on conjoint analysis that you have access to.

It was introduced in the last course of our specialization,

quantitative research, and Wikipedia also has a good introduction.

Sawtooth Software has a nice overview of conjoint analysis.

Apart from that, there are multiple other resources online

that will help you understand how conjoint analysis works.

But what we're going to talk about is how conjoint analysis

plays a role in your market research.

Specifically, how conjoint analysis allows you to discover good product designs or

profiles.

It also tells you what attribute levels a new product should have.

So, for example, if you're trying to decide whether to include the best version

of a particular feature or not, conjoint analysis helps you answer that question.

It also tells you how an attribute or

a level should be priced in the market place.

It can also tell you the value of your brand name.

Finally, it also allows you to determine market shares for various profiles.

And it's useful before the actual production or

launch of a particular product in the marketplace.

Now while we will not carry out an actual conjoint analysis,

I will show you how conjoint analysis works and

how you can derive inferences from it in the next video.

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