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Course Description

To create a more customer-centric organization -- and improve sales, market share, and margins -- you need to know what your customers want. In this course, you'll use the statistical method of conjoint analysis to uncover the product attributes most influential to your customers. By simulating the market, you'll run relevant scenarios to answer questions such as: What would happen if we lowered our price, or offered quality improvements? Which customers should we go after? And, if we give our customers more of one attribute, can we give them less of another?

Faculty Author

Sachin Gupta, PhD

Benefits to the Learner

  • Use the statistical method of conjoint analysis to uncover details about what customers want
  • Run relevant scenarios to answer questions about product attributes and customer preferences that will give you an advantage in the markets you serve

Requirements

Participants must have experience with Microsoft Excel.
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Samuel Curtis Johnson Graduate School of Management
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