Steve Cohen is a known innovator in marketing research and marketing science. Steve was the first to recognize the power of CBCA, pioneering this tool ten years before Sawtooth Software. He co-authored the first academic paper on Latent Class CBCA. He co-authored the first academic paper on Menu-based Conjoint. And he introduced the marketing research community to Maximum Difference Scaling (MaxDiff) in 2000. These innovations yielded several lifetime achievement awards including the Parlin Award from the American Marketing Association and the Buck Weaver Award from The Institute of Marketing Science.
Sessions from Steve Cohen:
Discrete Choice Models combined with Conjoint Analysis – Choice-Based Conjoint Analysis (CBCA) – are a mainstay of quantitative marketing research. Three eras of innovation each improved upon prior tools to [...]
Tuesday | 10:20 am - 10:50 am | Room 2