Conjoint Analysis and Attribute Tradeoffs

  LEVEL : BEGINNER                    HRDF : CLAIMABLE 

    TRAINERS : ASSOCIATE PROFESSOR DR TING DING HOOI

 

WHEN  


28 - 29 JULY 2021

 

WHERE 


MS TEAMS

 

TIME


2.00AM - 6.00PM

 

RM 350 FOR PROFESSIONALS

10% Discount for Early Bird (until 28 June 2021) / Group / Students

CONTENT SUMMARY

INTRODUCTION

This course provides an initial exposure to the use of Conjoint Analysis. Conjoint Analysis is a popular method that relates to product and pricing research that discloses consumers' preferences and tradeoffs, in selecting product features, assessing sensitivity to price, forecasting market shares, and predicting adoption of new products or services. It helps determine how individuals’ value different attributes (for example feature, function, benefits) that comes together (packaged) in an individual product or service. The workshop provides the fundamental knowledge of conjoint analysis before furthering the conjoint analysis and design using the software. .

COURSE CONTENT

Day 1

Conjoint analysis vs Traditional Research

-       Why Conjoint Analysis

-       Difference between the conventional research

Conjoint analysis and its applications

-       How does it work

-       Design of a Conjoint Analysis

-       Tradeoff attributes

-       Optimising products with conjoint analysis

Limitations, Advantages and disadvantages

-       Limitations

-       Advantages and disadvantage


Day 2

Determining the use of Conjoint Analysis

-       Managerial Uses of Conjoint Analysis 

-       How to determine whether the conjoint analysis is an  appropriate tool for a particular business

-       Determine the type of study

Conjoint analysis and attributes

-       Identify the relevant attributes

-       Specify the attributes’ levels

Developing the survey

-       Design questionnaire



OBJECTIVES

Upon completion of this course, participants will be able to:

  • To provide the fundamental concepts of conjoint analysis
  • To comprehend how individuals make choices through tradeoff of attributes
  • To understand how to make implicit valuations (utilities or part-worths) 


WHO SHOULD ATTEND?

  • Marketing Officers/Executives/Managers
  • Professionals  
  • Decision makers
  • Management team
  • Students






OUR TRAINERS




Associate Professor Dr Ting Ding Hooi

Dr Ting Ding Hooi is an Associate Professor at the Department of Management and Humanities, Universiti Teknologi PETRONAS (UTP) where he also holds the position of a Cluster Leader, Business and Management Cluster. He holds a PhD in Marketing from Universiti Sains Malaysia. Based on his vast research experience, he has secured various national and international research grants such as Sumitomo Foundation (Japan), Murata Science Foundation (Japan), International Collaborative Research Fund with Universitas Ahmad Dahlan (UAD) and the Atma Jaya Catholic University of Indonesia, Ministry of Higher Education and Yayasan UTP.  Dr Ting has also provided his services to international clients namely PETRONAS Carigali Turkmenistan and British Council. He is currently the President of the American Association of Inside Sales Professionals (AA-ISP), Malaysia Chapter. 

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REGISTRATION FEES

      ProfessionalS       

myr350

*fee quoted does not include SST, GST/VAT or withholding tax (if applicable)

Early bird/ group/ student

myr315

*fee quoted does not include SST, GST/VAT or withholding tax (if applicable)

OUR LOCATION

Centre for Advanced & Professional Education (CAPE)

 Level 16, Menara 2, Menara Kembar Bank Rakyat, 50470, Jalan Travers, Kuala Lumpur.

CALL US

+605 - 368 7558

DROP US AN EMAIL

cape@utp.edu.my