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Course Description

Designing and introducing new products or services to the market is a risky business; it is important to understand that most new products will fail. At the same time, this process is the lifeblood of many businesses. So how can that risk be mitigated to gain competitive advantage? In this course, you will discover how to design a conjoint study and quantify the value that consumers place on product attributes and their levels. This customer preference data can give you an edge when it comes to designing, positioning, and pricing new products or services.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Exploring Data Sets With R

Faculty Author

Sachin Gupta

Benefits to the Learner

  • Design a choice-based conjoint study by defining the set of product features and their levels that consumers would care about for a given product or service
  • Analyze collected data to estimate the logit model
  • Quantify respondent preferences for product features and their sensitivity to price
  • Simulate hypothetical market outcomes for new product design, pricing, and other marketing actions

Target Audience

  • Marketing professionals
  • Business analysts
  • Managers using data insights to make business decisions

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Jun 12, 2024 to Jun 25, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 04, 2024 to Sep 17, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 27, 2024 to Dec 10, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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