Promoting Statistical Analysis in the Marketing Curriculum: A Conjoint Analysis Exercise

Abstract

The paper presents a detailed class assignment for learning how to perform and interpret conjoint analysis using dummy variable regression. To reduce “statistics anxiety,” the problem is simplified by representing products in terms of five attributes, each with two levels. To enhance student interest and class discussion, the conjoint problem centers on off-campus summer school courses, and students provide their own evaluations, allowing them to estimate their own part worths. The student questionnaire is provided as well as a complete set of assignment questions, discussion of answers, and recommendations for adapting the assignment to serve different learning objectives. The paper addresses two gaps that have been noted in the marketing education literature.