Preference Elicitation [Conjoint Analysis]
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Transcript of Preference Elicitation [Conjoint Analysis]
Preference Elicitation [Conjoint Analysis]
Conjoint Analysis
Market research: assess consumer’s preferences
on homogenous class of products
Approach: describe products in terms of attributes and levels [conjoint structure].
Example: Cars = (Max.Speed) x (Gas Mileage)
Max. Speed = { 100 mph, 120 mph, 150 mph}
Gas Mileage = { 20 mpg, 17 mpg, 13 mpg, 10 mpg}
Pairwise Comparsions
150 mph 10 mpg
100 mph 20 mpg
Which car are you more likely to buy?
100 mph 13 mpg
120 mph 17 mpg
Tradeoff!
Marketing Approach
Given a set of products X Elicit consumer’s preferences from pairwise
comparisons [simulates real choice tasks] Only small [constant] number of questions per
respondent For each respondent value function
v: X →[0,1]
Optimizing Visualization Systems
Which (volume) rendering shows more detail?
Optimizing Visualization Systems
Which (volume) rendering do you like better?
Optimizing Visualization Systems
Which (volume) rendering shows more detail?
Optimizing Visualization Systems
Which (volume) rendering shows more detail?
Netflix Challenge
Netflix Challenge
Netflix Challenge
Challenge: From given ratings predict rating of unrated movies.
Training data set: >100 million ratings from >480 thousand customers on ~18 thousand movies.
Test data: 2.8 million customer/movie pairs with the ratings withheld.
Compare to Netflix’ predictor ‘Cinematch’ Quality measure: root mean square error
Surface Reconstruction
Surface reconstruction
Surface Reconstruction