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.

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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.

Please inquire to Marketing | Media | Speaking Requests on our Connect page for further details on this presentation.

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