Canadian Operational Research Society

Calgary Section

http://www.corscalgary.org/

PROFESSIONAL DEVELOPMENT SEMINAR

When: Noon to 1:30 PM, Friday, June 16, 2006

Room 217

TransCanada Tower

450 - 1 Street SW

(See attached map)

SPEAKER

Phillip Elliott

Research Manager

Environics Research Group

TOPIC

Integrating Market and Operational Research: A Look into Discrete Choice Modelling (DCM)

Abstract:

Discrete Choice Modelling is market research technique for understanding what consumers want and why they buy. The technique reveals the relationship between the probability of choosing an alternative and the attributes or benefits that characterize that alternative. Specifically, the discrete choice model is a representation of customer preferences that provides estimates of the utility or value that customers place on the different features or benefits of a product.

Phillip Elliott will discuss his experience using DCM to analyze product preferences and optimize market share or revenue. He will offer insight on how Discrete Choice Modelling can be integrated with Operational Research to better meet the needs of consumers and increase company profits.

About the Speaker:

Phillip has worked in the Market Research industry for more than 7 years and has conducted several Discrete Choice Models in the telecommunications and financial industries. Phillip is a Research Manager with Environics Research Group, one of Canada's leading marketing and social survey research consultancies. The company is headquartered in Toronto with offices in Montreal, Ottawa, and Calgary. The focus of the Calgary office is on helping large companies build and evolve their reputation and brands.

Phillip has a B.A. in Sociology (with Distinction) from the University of Calgary concentrating in research methods and statistics.