Harvard Business Publishing Releases New Marketing Simulation: Using Conjoint Analysis for Business Decisions

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New simulation gives students an interactive experience in using conjoint analysis.

Harvard Business Publishing has released a new marketing simulation, Using Conjoint Analysis for Business Decisions. Developed by Harvard Business School, this online simulation teaches students how to use one of the most popular market research methods in academia and practice: conjoint analysis.

Through two different scenarios—one set in the “green car” segment of the auto industry, and another in a health care marketplace—this simulation shows students how conjoint analysis output can be relevant in practice. It also provides an interactive experience of using conjoint analysis for managerial decision-making.

Key understanding of concepts such as demand curves, segmentation, and profit functions are reinforced as students work through the goals of each scenario. “Students make informed decisions on each simulation ‘run’ and learn from the consequences. They get emotionally engaged—and competitive—when playing the simulation, and their learning increases as a result,” said Maureen Betses, Executive Vice President of Higher Education at Harvard Business Publishing.

This simulation is part of a comprehensive Conjoint Analysis Toolkit, which includes two other recommended items: The Conjoint Analysis Online Tutorial (#514712) and the Conjoint Analysis Do-it-Yourself-Guide (#515024), both of which are available on the Harvard Business Publishing for Educators website.

The Marketing Simulation: Using Conjoint Analysis for Business Decisions is 1 of 21 simulations available on the Harvard Business Publishing for Educators website. Online simulations present real-world management challenges for students and encourage classroom interaction and discussion. Results are available immediately for a comprehensive debrief session. All simulations include a detailed Teaching Note.

For the complete list of Harvard Business Publishing simulations, visit the Educators website: http://www.hbsp.harvard.edu

About Harvard Business Publishing
Academic institutions around the world use HBP teaching materials to add a real-life perspective to their graduate, undergraduate, and executive courses. These course materials vividly capture the realities of business and encourage students to play an active role in learning. HBP’s offerings include:

  • More than 8,000 case studies from Harvard Business School and partner case collections
  • Online simulations and courses
  • Articles from the Harvard Business Review and other top management journals
  • Books and chapters from Harvard Business Review Press
  • Powerful eLearning programs

For more information, visit http://www.hbsp.harvard.edu

Media contact:

Caroline McGillen
Harvard Business Publishing

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