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Portland Trail Blazers
Wilcox, Ronald T. Case M-0773 / Published April 3, 2009 / 11 pages.
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Product Overview

Designed to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675) and that note's accompanying supplemental PowerPoint file (UVA-M-0675TNP). A National Basketball Association franchise is struggling to increase attendance. It contracts a marketing research firm to conduct a conjoint analysis focusing on several aspects of its season ticket offerings with the hope that it can profitably improve its attractiveness.

Learning Objectives

The case is primarily intended to teach conjoint analysis. The case should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675).

  • Overview

    Designed to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675) and that note's accompanying supplemental PowerPoint file (UVA-M-0675TNP). A National Basketball Association franchise is struggling to increase attendance. It contracts a marketing research firm to conduct a conjoint analysis focusing on several aspects of its season ticket offerings with the hope that it can profitably improve its attractiveness.

  • Learning Objectives

    Learning Objectives

    The case is primarily intended to teach conjoint analysis. The case should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675).