Mike Serpetti, Data Scientist, Marketing Sciences presents “The Researcher’s Paradox: A Further Look on the Impact of Large Scale Choice Exercises” with Megan Peitz, Sawtooth Software at the 19th Annual Sawtooth Software Conference.
MaxDiff is ideal for determining preference order, yet becomes problematic for large item-sets. Design techniques including Sparse and Express address these issues, but not enough large item-set research exists. This research explores and validates both methods with real respondents on a set of 100 items to determine which is better.
Sawtooth Software conferences are renowned for their practical, practitioner-oriented focus and depth in the fields of choice/conjoint analysis, segmentation, and data collection/analysis. It is a forum to exchange ideas, network, and learn about quantitative methods in marketing research.
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