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Choice-Based Conjoint (CBC) Workshop


This course will be taught by leading experts in this field:
Greg Allenby (Helen C. Kurtz Chair in Marketing at The Ohio State University)
Joachim Büschken (Chair of Marketing at the Katholische Universitüt Eichstätt-Ingolstadt)
Peter Kurz (Managing Partner Innovation & Methods, bms marketing research + strategy)
Winfried Steiner (Chair of Marketing at Clausthal University of Technology).

Greg Allenby

Greg Allenby is Helen C. Kurtz Chair in Marketing, Professor of Marketing, Professor of Statistics at the Ohio State University in Colombus (Ohio/United States). Professor Allenby's research focuses on the development and application of quantitative methods in marketing. He is the author of two books: Bayesian Statistics and Marketing (2005, Wiley) that is used to train doctoral students throughout the world, and Seven Summits of Marketing Research (2014) that is used for MBA students. His research is used to improve product, pricing, promotion and targeting strategies at leading firms.

He is a fellow of the Informs Society for Marketing Science and the American Statistical Association. He is past editor of Quantitative Marketing and Economics, and past associated editor of Marketing Science, Management Science, Journal of Marketing Research and the Journal of Business and Economic Statistics. Within the American Marketing Association, Greg has served as Vice President of the Research Council and has chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. Within the American Statistical Association, he has served as Chair of the Section on Statistics in Marketing. He has authored over 100 publications that have appeared in leading journals in marketing, statistics and economics.

Selected Publications:

Joachim Büschken

Joachim Büschken is Professor of Marketing at the Katholische Universität Eichstätt-Ingolstadt. His major rersearch interest is survey methodology and data analysis, marketing, marketing research, customer satisfaction and Bayesian statistics. Joachim has co-authored a lot of journal papers on Bayesian topics in the last years.

Selected Publications:

Peter Kurz

Peter Kurz is Managing Partner - Innovation & Methods at bms marketing research & strategy in Munich, Germany. From 2001 to 2018 he worked as Head of Research and Development for KANTAR TNS. He is working in the field of conjoint analysis and discrete choice models since 1996 and is one of the world´s leading practitioners in the field of discrete choice modeling and conjoint analysis with a strong academic background. Up to now, Peter supervised more than 5,000 conjoint studies worldwide for clients of nearly all industry sectors including both durable and nondurable consumer goods as well as services. Beyond discrete choice and conjoint models, he is an expert for nonlinear models, regression techniques, and Bayesian statistics. Peter holds an M.A. in Sociology, Political Sciences and Statistics from the University of Tübingen and the University of Applied Science Aalen. Before he joined the TNS Company he worked as assistant and lecturer for statistics at the University Tübingen, Consultant for Data Analysis at the Department of Criminology from University Tübingen, Project Manager of a Panel-Study on juvenile delinquency, and scientific assistant (C2) at the Institute of Criminal Justice at the University Münster. Peter is a frequent presenter on academic conferences (GFKL, AGDANK, BIS, ECDA, CLADAG, Marketing Science, SKIM, Sawtooth Conference, ART Forum), he presented more than 35 papers in the last 20 years. Peter is well known in the international choice modeling community for his work on the upper level model in Hierarchical Bayes estimation and for his studies on the validity of choice models.

Selected Publications:

Prof. Dr. Winfried Steiner

Winfried Steiner is Professor of Marketing at Clausthal University of Technology, Germany. He holds a diploma in Business and Economics from the University of Augsburg, and achieved his doctoral grade and postdoctoral lecture qualification at the Faculty of Business and Economics of the University of Regensburg. Winfried started to work in the field of conjoint analysis in his doctoral thesis where he proposed heuristics and game-theoretic conjoint models for optimal new product (line) design. Since then his research has been published in refereed journals like European Journal of Operational Research, International Journal of Research in Marketing, OR Spectrum, Journal of Business & Economic Statistics, Journal of Applied Econometrics, Journal of Choice Modelling, Journal of Business Economics (formerly ZfB), Zeitschrift für betriebswirtschaftliche Forschung (zfbf), Marketing ZFP, Journal of Retailing and Consumer Services, Computational Statistics, International Journal of Market Research, Review of Marketing Science, or ASTA Advances in Statistical Analysis. Winfried is a regular presenter on international conferences (ECDA, GFKL, Marketing Science, EMAC, EIRASS, EURO, ASMDA, CLADAG), and was listed in the Handelsblatt Ranking 2009 for business economists among the top 200 researchers at universities in Germany, Austria and Switzerland. Beyond conjoint analysis he has a strong research focus on sales and price response modeling where he is known as an expert for semi-/nonparametric and Hierarchical Bayesian regression models.

Selected Publications

Papers on Conjoint Analysis

Other Recent Publications:

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