expect great answers
Why research design matters
3 pitfalls to avoid
#SKIMwebinar
Share your thoughts online:
Jeroen Hardo...
2
Jeroen Hardon
Why research design matters | 3 pitfalls to avoid
3 Why research design matters | 3 pitfalls to avoid
4
The best hidden mistake in conjoint
Why research design matters | 3 pitfalls to avoid
5
Balance
Realism
Statistical
efficiency
Why research design matters | 3 pitfalls to avoid
6
Realism
Statistical
efficiency
Why research design matters | 3 pitfalls to avoid
7
VS
Why research design matters | 3 pitfalls to avoid
8
Pitfall 1 | Exclusions
Why research design matters | 3 pitfalls to avoid
9
Pitfall 1 | Automated
3600 3600 3600
3600 1200 1200 1200
3600 1200 1200 1200
3600 1200 1200 1200
4150 4150 2500
4160 830...
10
Pitfall 1 | Manual
4800 4800 1200
3600 1200 1200 1200
3600 1800 1800 0
3600 1800 1800 0
3600 3600 3600
6000 1200 1200 3...
11
Pitfall 2 | Not realistic
€ 1,50 € 2,00
Why research design matters | 3 pitfalls to avoid
12
Pitfall 2 | Line - pricing
Base
case
price
Price
+20% +20% +20% +20% +20% +20%
-20% -20% -20% -20% -20% -20%
Why resear...
13
Pitfall 2 | Automated research design
Base
case
price
Price
V
Why research design matters | 3 pitfalls to avoid
14
Pitfall 2 | Manual research design
Base
case
price
Price
V
Why research design matters | 3 pitfalls to avoid
15
Pitfall 2 | Base Case
€ 1,50 € 2,00
Why research design matters | 3 pitfalls to avoid
16
Pitfall 2 | Base Case
€ 2,00 € 1,50
Why research design matters | 3 pitfalls to avoid
17
Pitfall 2 | Base Case
€ 2,00 € 2,00
?
Why research design matters | 3 pitfalls to avoid
Statistical
efficiency
Realism
Statistical
efficiency
18 Why research design matters | 3 pitfalls to avoid
19
Pitfall 3 | Obvious choices
Why research design matters | 3 pitfalls to avoid
20
Recap
• Pitfall 1: Exclusions
• Pitfall 2: Realism
• Pitfall 3: Obvious choices
• How do you know you got
a manual rese...
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Jeroen...
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Webinar Why research design matters – 3 pitfalls to avoid

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Why would you (or we) create a manual research design for your conjoint project if research software can automatically generate one? Because this enables us to better answer your business questions.

In this webinar, Jeroen Hardon, Senior Executive Consultant at SKIM and a thought leader in the field of conjoint analysis, will dive into the use of manual research designs for conjoint studies. In a non-technical way, Jeroen will show how manual research designs give the researcher greater control. By discussing 3 pitfalls to avoid, he will illustrate how manual research designs are better capable to represent the business problem and market reality at hand, and how they allow for maximization of the information value of respondent trade-offs.

For more information about SKIM's webinars, visit http://www.skimgroup.com/webinars.

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Webinar Why research design matters – 3 pitfalls to avoid

  1. 1. expect great answers Why research design matters 3 pitfalls to avoid #SKIMwebinar Share your thoughts online: Jeroen Hardon Senior Executive Consultant Abigail Joffre Today’s webinar host
  2. 2. 2 Jeroen Hardon Why research design matters | 3 pitfalls to avoid
  3. 3. 3 Why research design matters | 3 pitfalls to avoid
  4. 4. 4 The best hidden mistake in conjoint Why research design matters | 3 pitfalls to avoid
  5. 5. 5 Balance Realism Statistical efficiency Why research design matters | 3 pitfalls to avoid
  6. 6. 6 Realism Statistical efficiency Why research design matters | 3 pitfalls to avoid
  7. 7. 7 VS Why research design matters | 3 pitfalls to avoid
  8. 8. 8 Pitfall 1 | Exclusions Why research design matters | 3 pitfalls to avoid
  9. 9. 9 Pitfall 1 | Automated 3600 3600 3600 3600 1200 1200 1200 3600 1200 1200 1200 3600 1200 1200 1200 4150 4150 2500 4160 830 830 2500 3320 1660 1660 0 3320 1660 1660 0 Why research design matters | 3 pitfalls to avoid
  10. 10. 10 Pitfall 1 | Manual 4800 4800 1200 3600 1200 1200 1200 3600 1800 1800 0 3600 1800 1800 0 3600 3600 3600 6000 1200 1200 3600 2400 1200 1200 0 2400 1200 1200 0 4626 4626 1542 4626 1542 1542 1542 3084 1542 1542 0 3084 1542 1542 0 Why research design matters | 3 pitfalls to avoid
  11. 11. 11 Pitfall 2 | Not realistic € 1,50 € 2,00 Why research design matters | 3 pitfalls to avoid
  12. 12. 12 Pitfall 2 | Line - pricing Base case price Price +20% +20% +20% +20% +20% +20% -20% -20% -20% -20% -20% -20% Why research design matters | 3 pitfalls to avoid
  13. 13. 13 Pitfall 2 | Automated research design Base case price Price V Why research design matters | 3 pitfalls to avoid
  14. 14. 14 Pitfall 2 | Manual research design Base case price Price V Why research design matters | 3 pitfalls to avoid
  15. 15. 15 Pitfall 2 | Base Case € 1,50 € 2,00 Why research design matters | 3 pitfalls to avoid
  16. 16. 16 Pitfall 2 | Base Case € 2,00 € 1,50 Why research design matters | 3 pitfalls to avoid
  17. 17. 17 Pitfall 2 | Base Case € 2,00 € 2,00 ? Why research design matters | 3 pitfalls to avoid
  18. 18. Statistical efficiency Realism Statistical efficiency 18 Why research design matters | 3 pitfalls to avoid
  19. 19. 19 Pitfall 3 | Obvious choices Why research design matters | 3 pitfalls to avoid
  20. 20. 20 Recap • Pitfall 1: Exclusions • Pitfall 2: Realism • Pitfall 3: Obvious choices • How do you know you got a manual research design? Why research design matters | 3 pitfalls to avoid
  21. 21. Go to www.skimgroup.com/webinars for today’s presentation slides and more! #SKIMwebinar Share your thoughts online: Jeroen Hardon Senior Executive Consultant j.hardon@skimgroup.com +31 10 282 3503 Abigail Joffre Marketing Manager a.joffre@skimgroup.com +31 10 282 3535 @SKIMgroup

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