Conjoint Analysis and Attribute Tradeoffs
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. .
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:
WHO SHOULD ATTEND?
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.
*fee quoted does not include SST, GST/VAT or withholding tax (if applicable)
*fee quoted does not include SST, GST/VAT or withholding tax (if applicable)
Centre for Advanced & Professional Education (CAPE)
Level 16, Menara 2,
Menara Kembar Bank Rakyat,
50470, Jalan Travers,
Kuala Lumpur.
+605 - 368 7558
cape@utp.edu.my