Conjoint Analysis: Evaluating Consumer Preferences Using SAS Software

This course discusses a method in marketing research called conjoint analysis that is used to analyze consumer preferences for products and services.The e-learning version of this course includes data so that you can practice the software demonstration steps in your own SAS environment.

Learn how to

• design a conjoint study
• perform a conjoint analysis using the TRANSREG procedure
• perform a market share simulation with products currently in the marketplace.

Who should attend

Market researchers who want to perform conjoint analysis using SAS/STAT and SAS/QC software

Formats available	Duration
e-Learning:	3.5 hours/180 day license

Before taking this course, you should be familiar with

• DATA step programming
• basic SAS procedures for producing summary statistics and graphs, such as the MEANS and GPLOT procedures. You can gain this experience by completing the SAS Programming 1: Essentials course.

In addition, you should understand statistical concepts such as significance probabilities, simple and multiple linear regression, correlation, n-way analysis of variance, and tests of association. You should also be able to create and interpret simple graphical tools such as histograms and scatter plots. You can gain this experience by completing the Statistics 1: Introduction to ANOVA, Regression, and Logistic Regression course.

This course addresses SAS/STAT software.

Introduction to Conjoint Analysis

• executing a conjoint study

Designing the Study

• experimental design
• preparing the data

Performing the Analysis

• performing the analysis using the TRANSREG procedure
• simulating market share