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Home | Events Archive | Workshop on Conjoint Analysis

Workshop on Conjoint Analysis

  • Series
    BDS Marketing Seminars
  • Speakers
    Thomas Otter (Goethe University Frankfurt, Germany)
  • Field
  • Location
    Vrije Universiteit Amsterdam, Agora 3 (3rd floor main building)
  • Date and time

    September 28, 2021
    09:00 - 17:00

Program (as of September 24, 2021)
9:00-17:00 Welcome | Full-day Workshop with Professor Thomas Otter (Goethe University Frankfurt, Germany) on Conjoint Analysis The event will be held at Vrije Universiteit Amsterdam, Agora 3 (3rd floor of the main building) and program includes lunch. We will close the day with drinks.

The workshop will provide an introduction into choice-based conjoint modeling. It focuses on the analysis of data from so called discrete choice experiments in which respondents choose from choice-sets comprised of multi-attribute alternatives. After reviewing the basics of a choice model and model free summaries of data from discrete choice experiments, we will use hierarchical Bayesian logit models (HB-logit) to translate observed choices into knowledge about a distribution of preferences in a population of consumers. This knowledge then forms the basis for so called market simulations, i.e., counterfactual computations of market shares, changes in market shares and associated firm profits

Want to participate?

Participation is open to students and faculty. If you are not yet on the mailing list or are external, please send an email to seminar@businessdatascience.nl. Please sign up before Friday September 24, so that we can plan the catering.


Thomas Otter is professor of marketing at Goethe University Frankfurt. His research focuses on Bayesian modeling with application to marketing. He uses Bayesian statistics and MCMC techniques to develop and refine quantitative marketing models by incorporating psychological and economic theory. He currently serves as vice dean of research for the Faculty of Economics and Business at Goethe University, VP membership & communication for EMAC, co-editor for Quantitative Marketing and Economics, area editor for International Journal of Research in Marketing, and as member of the editorial review boards of Marketing Science and Transfer - Werbeforschung und Praxis.

A detailed CV can be found on his website.