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"Design Your Own Movie Theater Using Conjoint Analysis" icon

Design Your Own Movie Theater Using Conjoint Analysis

This is an interactive exercise in which students study a movie theater and the five attributes that are important to movie goers: ticket price, line of sight, seat comfort, audio visual, and food. Data are provided for 18 movie theaters and students are asked to use conjoint analysis to determine what one attribute is "worth." This can be used as a homework or in-class problem, and discussion questions are provided. This module was selected as the 2005 Classics Award Winner of the Business Discipline because it is a novel way to demonstrate conjoint analysis to students. By demonstrating with graphs and percentages, students learn what is meant by "part worths" and "relative importance." It is also very versatile, as students may complete it on their own, they may survey several people, or... Show More


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Glenna Pendleton
Glenna Pendleton (Faculty)
8 years ago
This looks like an interesting simulation that could be used in a graduate research marketing class.
Penelope DeJong
Penelope DeJong (Faculty)
9 years ago
This is a great idea and fun to do. A great learning tool. It would work best as an assignment or in a class where students had computer access. I can't wait to show it to my students.
Time spent reviewing site: 30 minutes
indra rungis
indra rungis (Student)
9 years ago
It was intersting to thing about how the movie theaters are made. I never new how much stuff went in to making it.
Time spent reviewing site: 7min
Katie Kovar
Katie Kovar (Staff)
11 years ago
Although I do not actually teach a class in marketing I found this site extremely interesting and useful. I would certainly use it to better understand and/or introduce conjoint analysis to college students in the business field.

Technical Remarks:

The website was very specific on the technical requirements necessary for use. It was also very easy to use, navigate, and understand.