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American Association for Public Opinion Research

Webinar Details

Unlocking the Potential of Discrete Choice Modeling and MaxDiff Scaling in Public Opinion Research

Joe Curry

Wednesday, April 9, 2014

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About This Course:

Discrete Choice Modeling and MaxDiff Scaling are quantitative research techniques that determine the tradeoffs people are willing to make in complex choice situations. Their results let decision makers effectively match the resources and capabilities of an organization to the needs and preferences of its constituents. Discrete Choice and MaxDiff have been applied with great success in the areas of transportation theory, economics, marketing research, and, most recently, health science.

This webinar will identify the research objectives Discrete Choice and MaxDiff are designed to address. It will underscore the advantages and insights these techniques offer. It will cover how Discrete Choice and MaxDiff data are collected and analyzed, and how results are interpreted and presented. It will also provide a list of readings and resources for getting started.

Learning Objectives:

  • What Discrete Choice and MaxDiff are and when they can be applied.
  • How to set up and administer a Discrete Choice or MaxDiff exercise.
  • How to analyze Discrete Choice and MaxDiff the data and how to interpret, use and present results.

About the Instructor:

ImageJoseph Curry is a partner at the Sawtooth Technologies Consulting Group. He has applied, developed the market for, and taught discrete choice and MaxDiff techniques throughout his career. As former president of Sawtooth Software, he played a major role in the development and marketing of the Adaptive Conjoint Analysis (ACA) and Choice Based Conjoint (CBC) software systems. He also has conducted Discrete Choice and MaxDiff training for consulting firms and companies in nearly every major industry.

Joe has been an Adjunct Associate Professor of Marketing at Northwestern University’s Kellogg Graduate School of Management. He holds a PhD in Physics and an MBA in Marketing from the University of Chicago.