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Webinar: Product Design and Customer Segmentation with Conjoint Analysis ME>XL

This page describes a webinar which will be conducted by Dr. Arvind Rangaswamy--Penn State--on Product Design and Customer Segmentation with Conjoint Analysis ME>XL. This webinar will be held on July 18, 2007 at 11:00am EDT.

Webinar: Product Design and Customer Segmentation with Conjoint Analysis MEXL  - July 18, 2007

NEW: THE ISBM DECISION/INSIGHT WEBINAR SERIES

Dr. Arvind Rangaswamy
Anchel Professor of Marketing
Penn State

To view a recording of this webinar, please visit our Webinar Archives Page.

Are you unable to realize a price-premium for your new offerings? Are you unsure how to build in the features into those offerings that give your firm a competitive edge? If your answers are yes, then this webinar is for you.

Research shows that if you build competitive superiority into the offering at early stages of development, you are more likely to have a successful new offering at the end of the pipeline. To build such superior offerings requires an understanding of the tradeoffs customers make when evaluating them relative to the existing options in the market. Conjoint Analysis is a proven and widely used technique for measuring how customers will make tradeoff decisions in evaluating product options that are available, or will become available in the marketplace.

OBJECTIVE

In this webinar, Dr. Rangaswamy will provide a practical and intuitive introduction to Conjoint Analysis. Using real examples, the presentation will cover:

  • The need for understanding customer tradeoffs in product design
  • Overview of Conjoint Analysis methods
  • Demo of the new ISBM supported Marketing Engineering for Excel (ME>XL) software that you can use to implement a “quick and dirty” Conjoint Analysis study at low cost
  • Potential applications
  • Pitfalls to avoid

Who Should Attend

Marketing managers and directors, product and brand managers, and marketing research managers, as well as, marketing professors teaching (or planning to teach) Conjoint Analysis.

For more information

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413

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