Workshop on Conjoint Analysis with guest speaker Thomas Otter (Goethe University Frankfurt, Germany)

The workshop will provide an introduction into choice-based conjoint modeling. It focuses on the analysis of data from so called discrete choice experiments in which respondents choose from choice-sets comprised of multi-attribute alternatives. After reviewing the basics of a choice model and model free summaries of data from discrete choice experiments, we will use hierarchical Bayesian logit models (HB-logit) to translate observed choices into knowledge about a distribution of preferences in a population of consumers. This knowledge then forms the basis for so called market simulations, i.e., counterfactual computations of market shares, changes in market shares and associated firm profits.

We will be closely monitoring the evolution of the pandemic; as of now, the workshop will take place at Vrije Universiteit Amsterdam. View program and how to participate in this full-day workshop on our events page.

Thomas Otter is professor of marketing at Goethe University Frankfurt, Germany. His research focuses on Bayesian modeling with application to marketing. He uses Bayesian statistics and MCMC techniques to develop and refine quantitative marketing models by incorporating psychological and economic theory. He currently serves as vice dean of research for the Faculty of Economics and Business at Goethe University, VP membership & communication for EMAC, co-editor for Quantitative Marketing and Economics, area editor for International Journal of Research in Marketing, and as member of the editorial review boards of Marketing Science and Transfer - Werbeforschung und Praxis.