BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//Talks.cam//talks.cam.ac.uk//
X-WR-CALNAME:Talks.cam
BEGIN:VEVENT
SUMMARY:Measurement of Influence Factors in a Decision Making Process: An 
 Application of Conjoint Analysis - Farrah Arif  (Judge Business School\, U
 niversity of Cambridge)
DTSTART:20091126T103000Z
DTEND:20091126T113000Z
UID:TALK21093@talks.cam.ac.uk
CONTACT:Michal Kosinski
DESCRIPTION:Conjoint analysis is a multivariate data analysis technique. I
 t is not only used in marketing research as a tool for preference measurem
 ent\, but also equally adopted by professionals and academic researchers o
 f various other disciplines\, such as\, human resources\, health services 
 etc. A researcher invokes an ‘experiment’ like situation based on ‘f
 actorial design’ to measure an individual’s trade-offs among multi-att
 ribute products / services / situations. It replicates the decision making
  process very realistically. However\, its use is limited to objective cri
 teria to evaluate a product or service. For example\, how do various price
  levels influence a preference model of a consumer in the presence of othe
 r variables of interest? The purpose of the presentation is to highlight t
 he use of conjoint analysis derived from subjective characteristics of dec
 ision making process. The illustration is taken from consumer socializatio
 n framework where social factors affect buying decision making process of 
 young consumers. 
LOCATION:Seminar Room\, The Mond Building\, New Museums Site
END:VEVENT
END:VCALENDAR