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Marketing Analytics I • Taught by Garrett Sonnier | Fall 2022

Choice Based Conjoint

Marketing Analytics
Statistical Modeling
Willingness to Pay
Conjoint Analysis

As noted in the popular press government policies, the labeling of food products as “genetically modified” (aka GMO) is a controversial topic. Little is understood in terms of consumer behavior with regards to such labels. To help us understand consumer behavior in this space, we were provided a dataset that collected choice based conjoint data on consumer preferences. Using this dataset, I got a model to help us analyze individual probabilities, attribute importance, willingness to pay, and market share.

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