VVZ API is not affiliated with ETH Zurich. Data might be outdated or incorrect. Please view the official ETHZ Vorlesungsverzeichnis for binding information.
Objective
Design and analysis of algorithms for prefence analysis. Introduction in utility and value functions.
Content
Central to this class are utility and value functions. Both play an important role in economics and marketing. Utility functions are used in the following scenarios. The utility function of a test person allows to determine this persons price sensitivity with respect to a certain product (sensitivity analysis). The utility functions of a set of test person can allow to derive typical custumer / user profiles. In this scenario it is interesting to learn how testpersons decide in trade-off situations (trade-off analysis). Depending on the application the utility function must more or less detailed. Our focus will be on the elictation of utility functions. Further topics are modelling utility functions are joint utility functions.
Resources
Literature
Backhaus, Erichson, Plinke, Weiber. Multivariate Analysemethoden - Eine anwendungsorientierte Einführung. Springer Verlag. (Nur als Hintergrundlektüre - zum Verständnis der Vorlesung nicht wichtig.) Martin Bichler, The Future of e-Markets - Multidimensional Market Mechanisms, Cambridge 2001 (Nur als Hintergrundlektüre - zum Verständnis der Vorlesung nicht wichtig.)
General Information
- Language
- English
- Frequency
- Yearly recurring
Examination
- Type
- session examination
- Mode
- oral 15 minutes
Course Components
| Type | Title | Time & Place | Hours |
|---|---|---|---|
| lecture | Computational Marketing |
|
2 h weekly |
| exercise | Computational Marketing |
|
1 h weekly |