Getting Started

.leftcol30[
<center>
<img src="https://github.com/emse-madd-gwu/emse-madd-gwu.github.io/raw/master/images/madd_hex_sticker.png" width=250>
</center>
]

### <svg style="height:0.8em;top:.04em;position:relative;fill:white;" viewBox="0 0 512 512"><path d="M496 128v16a8 8 0 0 1-8 8h-24v12c0 6.627-5.373 12-12 12H60c-6.627 0-12-5.373-12-12v-12H24a8 8 0 0 1-8-8v-16a8 8 0 0 1 4.941-7.392l232-88a7.996 7.996 0 0 1 6.118 0l232 88A8 8 0 0 1 496 128zm-24 304H40c-13.255 0-24 10.745-24 24v16a8 8 0 0 0 8 8h464a8 8 0 0 0 8-8v-16c0-13.255-10.745-24-24-24zM96 192v192H60c-6.627 0-12 5.373-12 12v20h416v-20c0-6.627-5.373-12-12-12h-36V192h-64v192h-64V192h-64v192h-64V192H96z"/></svg> EMSE 6035: Marketing Analytics for Design Decisions
### <svg style="height:0.8em;top:.04em;position:relative;fill:white;" viewBox="0 0 448 512"><path d="M224 256c70.7 0 128-57.3 128-128S294.7 0 224 0 96 57.3 96 128s57.3 128 128 128zm89.6 32h-16.7c-22.2 10.2-46.9 16-72.9 16s-50.6-5.8-72.9-16h-16.7C60.2 288 0 348.2 0 422.4V464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 48-48v-41.6c0-74.2-60.2-134.4-134.4-134.4z"/></svg> John Paul Helveston
### <svg style="height:0.8em;top:.04em;position:relative;fill:white;" viewBox="0 0 448 512"><path d="M0 464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 48-48V192H0v272zm320-196c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM192 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM64 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zM400 64h-48V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H160V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H48C21.5 64 0 85.5 0 112v48h448v-48c0-26.5-21.5-48-48-48z"/></svg> September 01, 2021
]

---

# Week 1: .fancy[Getting Started]

### 1. Course orientation
### 2. Intro to conjoint analysis
### 3. Introductions

### BREAK: Teaming

### 4. Getting started with R & RStudio

---

# Week 1: .fancy[Getting Started]

### 1. .orange[Course orientation]
### 2. Intro to conjoint analysis
### 3. Introductions

### BREAK: Teaming

### 4. Getting started with R & RStudio

---

# Meet your instructor!

.leftcol30[.circle[
<img src="https://p4a.seas.gwu.edu/2020-Fall/images/helveston.jpg" width="300">
]]
.rightcol70[

### John Paul Helveston, Ph.D.

- 2016-2018 Postdoc at [Institute for Sustainable Energy](https://www.bu.edu/ise/), Boston University
- 2016 PhD in Engineering & Public Policy at Carnegie Mellon University
- 2015 MS in Engineering & Public Policy at Carnegie Mellon University
- 2010 BS in Engineering Science & Mechanics at Virginia Tech
- Website: [www.jhelvy.com](http://www.jhelvy.com/)
]]

---

# <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 512 512"><path d="M501.1 395.7L384 278.6c-23.1-23.1-57.6-27.6-85.4-13.9L192 158.1V96L64 0 0 64l96 128h62.1l106.6 106.6c-13.6 27.8-9.2 62.3 13.9 85.4l117.1 117.1c14.6 14.6 38.2 14.6 52.7 0l52.7-52.7c14.5-14.6 14.5-38.2 0-52.7zM331.7 225c28.3 0 54.9 11 74.9 31l19.4 19.4c15.8-6.9 30.8-16.5 43.8-29.5 37.1-37.1 49.7-89.3 37.9-136.7-2.2-9-13.5-12.1-20.1-5.5l-74.4 74.4-67.9-11.3L334 98.9l74.4-74.4c6.6-6.6 3.4-17.9-5.7-20.2-47.4-11.7-99.6.9-136.6 37.9-28.5 28.5-41.9 66.1-41.2 103.6l82.1 82.1c8.1-1.9 16.5-2.9 24.7-2.9zm-103.9 82l-56.7-56.7L18.7 402.8c-25 25-25 65.5 0 90.5s65.5 25 90.5 0l123.6-123.6c-7.6-19.9-9.9-41.6-5-62.7zM64 472c-13.2 0-24-10.8-24-24 0-13.3 10.7-24 24-24s24 10.7 24 24c0 13.2-10.7 24-24 24z"/></svg> Tools

<br>

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 496 512"><path d="M336.5 160C322 70.7 287.8 8 248 8s-74 62.7-88.5 152h177zM152 256c0 22.2 1.2 43.5 3.3 64h185.3c2.1-20.5 3.3-41.8 3.3-64s-1.2-43.5-3.3-64H155.3c-2.1 20.5-3.3 41.8-3.3 64zm324.7-96c-28.6-67.9-86.5-120.4-158-141.6 24.4 33.8 41.2 84.7 50 141.6h108zM177.2 18.4C105.8 39.6 47.8 92.1 19.3 160h108c8.7-56.9 25.5-107.8 49.9-141.6zM487.4 192H372.7c2.1 21 3.3 42.5 3.3 64s-1.2 43-3.3 64h114.6c5.5-20.5 8.6-41.8 8.6-64s-3.1-43.5-8.5-64zM120 256c0-21.5 1.2-43 3.3-64H8.6C3.2 212.5 0 233.8 0 256s3.2 43.5 8.6 64h114.6c-2-21-3.2-42.5-3.2-64zm39.5 96c14.5 89.3 48.7 152 88.5 152s74-62.7 88.5-152h-177zm159.3 141.6c71.4-21.2 129.4-73.7 158-141.6h-108c-8.8 56.9-25.6 107.8-50 141.6zM19.3 352c28.6 67.9 86.5 120.4 158 141.6-24.4-33.8-41.2-84.7-50-141.6h-108z"/></svg> Course website: https://madd.seas.gwu.edu/2021-Fall/

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 448 512"><path d="M94.12 315.1c0 25.9-21.16 47.06-47.06 47.06S0 341 0 315.1c0-25.9 21.16-47.06 47.06-47.06h47.06v47.06zm23.72 0c0-25.9 21.16-47.06 47.06-47.06s47.06 21.16 47.06 47.06v117.84c0 25.9-21.16 47.06-47.06 47.06s-47.06-21.16-47.06-47.06V315.1zm47.06-188.98c-25.9 0-47.06-21.16-47.06-47.06S139 32 164.9 32s47.06 21.16 47.06 47.06v47.06H164.9zm0 23.72c25.9 0 47.06 21.16 47.06 47.06s-21.16 47.06-47.06 47.06H47.06C21.16 243.96 0 222.8 0 196.9s21.16-47.06 47.06-47.06H164.9zm188.98 47.06c0-25.9 21.16-47.06 47.06-47.06 25.9 0 47.06 21.16 47.06 47.06s-21.16 47.06-47.06 47.06h-47.06V196.9zm-23.72 0c0 25.9-21.16 47.06-47.06 47.06-25.9 0-47.06-21.16-47.06-47.06V79.06c0-25.9 21.16-47.06 47.06-47.06 25.9 0 47.06 21.16 47.06 47.06V196.9zM283.1 385.88c25.9 0 47.06 21.16 47.06 47.06 0 25.9-21.16 47.06-47.06 47.06-25.9 0-47.06-21.16-47.06-47.06v-47.06h47.06zm0-23.72c-25.9 0-47.06-21.16-47.06-47.06 0-25.9 21.16-47.06 47.06-47.06h117.84c25.9 0 47.06 21.16 47.06 47.06 0 25.9-21.16 47.06-47.06 47.06H283.1z"/></svg> Course slack: https://emse-madd-f21.slack.com

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 581 512"><path d="M581 226.6C581 119.1 450.9 32 290.5 32S0 119.1 0 226.6C0 322.4 103.3 402 239.4 418.1V480h99.1v-61.5c24.3-2.7 47.6-7.4 69.4-13.9L448 480h112l-67.4-113.7c54.5-35.4 88.4-84.9 88.4-139.7zm-466.8 14.5c0-73.5 98.9-133 220.8-133s211.9 40.7 211.9 133c0 50.1-26.5 85-70.3 106.4-2.4-1.6-4.7-2.9-6.4-3.7-10.2-5.2-27.8-10.5-27.8-10.5s86.6-6.4 86.6-92.7-90.6-87.9-90.6-87.9h-199V361c-74.1-21.5-125.2-67.1-125.2-119.9zm225.1 38.3v-55.6c57.8 0 87.8-6.8 87.8 27.3 0 36.5-38.2 28.3-87.8 28.3zm-.9 72.5H365c10.8 0 18.9 11.7 24 19.2-16.1 1.9-33 2.8-50.6 2.9v-22.1z"/></svg> & RStudio: [installation instructions](https://madd.seas.gwu.edu/2021-Fall/ref-course-software.html)

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# Why <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 581 512"><path d="M581 226.6C581 119.1 450.9 32 290.5 32S0 119.1 0 226.6C0 322.4 103.3 402 239.4 418.1V480h99.1v-61.5c24.3-2.7 47.6-7.4 69.4-13.9L448 480h112l-67.4-113.7c54.5-35.4 88.4-84.9 88.4-139.7zm-466.8 14.5c0-73.5 98.9-133 220.8-133s211.9 40.7 211.9 133c0 50.1-26.5 85-70.3 106.4-2.4-1.6-4.7-2.9-6.4-3.7-10.2-5.2-27.8-10.5-27.8-10.5s86.6-6.4 86.6-92.7-90.6-87.9-90.6-87.9h-199V361c-74.1-21.5-125.2-67.1-125.2-119.9zm225.1 38.3v-55.6c57.8 0 87.8-6.8 87.8 27.3 0 36.5-38.2 28.3-87.8 28.3zm-.9 72.5H365c10.8 0 18.9 11.7 24 19.2-16.1 1.9-33 2.8-50.6 2.9v-22.1z"/></svg>?

---

# Learning Objectives

### After this class, you will know how to...

- ### ...work with data in <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 581 512"><path d="M581 226.6C581 119.1 450.9 32 290.5 32S0 119.1 0 226.6C0 322.4 103.3 402 239.4 418.1V480h99.1v-61.5c24.3-2.7 47.6-7.4 69.4-13.9L448 480h112l-67.4-113.7c54.5-35.4 88.4-84.9 88.4-139.7zm-466.8 14.5c0-73.5 98.9-133 220.8-133s211.9 40.7 211.9 133c0 50.1-26.5 85-70.3 106.4-2.4-1.6-4.7-2.9-6.4-3.7-10.2-5.2-27.8-10.5-27.8-10.5s86.6-6.4 86.6-92.7-90.6-87.9-90.6-87.9h-199V361c-74.1-21.5-125.2-67.1-125.2-119.9zm225.1 38.3v-55.6c57.8 0 87.8-6.8 87.8 27.3 0 36.5-38.2 28.3-87.8 28.3zm-.9 72.5H365c10.8 0 18.9 11.7 24 19.2-16.1 1.9-33 2.8-50.6 2.9v-22.1z"/></svg>
- ### ...design effective surveys to get rich data
- ### ...analyze consumer choice data to model consumer preferences
- ### ...design effective charts to communicate insights

---

# Course prerequisites

### This course requires prior exposure to:

- ### Probability theory
- ### Multivariable calculus
- ### Linear algebra
- ### Regression
]

### **Not sure?**

### Take [this self assessment](https://madd.seas.gwu.edu/2021-Fall/a0-self-assessment.html)

]

---

# Reflections (27% of grade)

### Do some readings, recorded lectures, practice problems

### Write a short reflection

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 448 512"><path d="M0 464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 48-48V192H0v272zm320-196c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM192 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM64 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zM400 64h-48V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H160V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H48C21.5 64 0 85.5 0 112v48h448v-48c0-26.5-21.5-48-48-48z"/></svg> ~Every week (9 total)

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 512 512"><path d="M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8zm57.1 350.1L224.9 294c-3.1-2.3-4.9-5.9-4.9-9.7V116c0-6.6 5.4-12 12-12h48c6.6 0 12 5.4 12 12v137.7l63.5 46.2c5.4 3.9 6.5 11.4 2.6 16.8l-28.2 38.8c-3.9 5.3-11.4 6.5-16.8 2.6z"/></svg> Due 11:59pm Tues. before class

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 512 512"><path d="M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z"/></svg> Graded for completion (looking for engagement)

---

# Quizzes (12% of grade)

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 512 512"><path d="M139.61 35.5a12 12 0 0 0-17 0L58.93 98.81l-22.7-22.12a12 12 0 0 0-17 0L3.53 92.41a12 12 0 0 0 0 17l47.59 47.4a12.78 12.78 0 0 0 17.61 0l15.59-15.62L156.52 69a12.09 12.09 0 0 0 .09-17zm0 159.19a12 12 0 0 0-17 0l-63.68 63.72-22.7-22.1a12 12 0 0 0-17 0L3.53 252a12 12 0 0 0 0 17L51 316.5a12.77 12.77 0 0 0 17.6 0l15.7-15.69 72.2-72.22a12 12 0 0 0 .09-16.9zM64 368c-26.49 0-48.59 21.5-48.59 48S37.53 464 64 464a48 48 0 0 0 0-96zm432 16H208a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h288a16 16 0 0 0 16-16v-32a16 16 0 0 0-16-16zm0-320H208a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h288a16 16 0 0 0 16-16V80a16 16 0 0 0-16-16zm0 160H208a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h288a16 16 0 0 0 16-16v-32a16 16 0 0 0-16-16z"/></svg> [Example quiz](https://p4aquizdemo.formr.org/)

> **Why quiz at all?** There's a phenomenon called the "retrieval effect" - basically, you have to _practice_ remembering things, otherwise your brain won't remember them (details in the book ["Make It Stick: The Science of Successful Learning"](https://www.hup.harvard.edu/catalog.php?isbn=9780674729018)).

---

# Exam (10% of grade)

### Take home exam, 2nd to last week of class

### We'll go over exam solutions on last day of class

---

# [Semester Project](https://madd.seas.gwu.edu/2021-Fall/p0-overview.html) (51% of grade)

### Goals:

- Assess market viability of a new technology or design
- Recommend best design choices for target market or application

]

Item                  | Weight | Due
----------------------|--------|-------------------------------------
Proposal              | 7 %    | 9/26
Survey Plan           | 4 %    | 10/05
Pilot Survey          | 4 %    | 10/15
Pilot Analysis        | 9 %    | 11/07
Final Survey          | 5 %    | 11/21
Final Analysis Report | 14 %   | 12/13
Final Presentation    | 8 %    | 12/15
]

---

# .center[Grades]

Item                  | Weight | Notes
----------------------|--------|-------------------------------------
Reflections           | 27 %   | Weekly assignment (9 x 3%)
Quizzes               | 12 %   | 5 quizzes, lowest dropped
Project Proposal      | 7 %    | Teams of 3-4 students
Survey Plan           | 4 %    |
Pilot Survey          | 4 %    |
Pilot Analysis        | 9 %    |
Final Survey          | 5 %    |
Final Analysis Report | 14 %   |
Final Presentation    | 8 %    |
Final Exam            | 10 %   | Take home exam

---

# .center[Grades]

---

# Course policies

> "Plagiarism is trying to pass someone else's work off as your own. Copying is about reverse-engineering."
>
> .right[-- Austin Kleon, from [Steal Like An Artist](https://austinkleon.com/steal/)&ensp;]
]

---

# Late submissions

## - **5** late days - use them anytime, no questions asked
## - No more than **2** late days on any one assignment
## - Contact me for special cases

---

# How to succeed in this class

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 640 512"><path d="M96 224c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm448 0c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm32 32h-64c-17.6 0-33.5 7.1-45.1 18.6 40.3 22.1 68.9 62 75.1 109.4h66c17.7 0 32-14.3 32-32v-32c0-35.3-28.7-64-64-64zm-256 0c61.9 0 112-50.1 112-112S381.9 32 320 32 208 82.1 208 144s50.1 112 112 112zm76.8 32h-8.3c-20.8 10-43.9 16-68.5 16s-47.6-6-68.5-16h-8.3C179.6 288 128 339.6 128 403.2V432c0 26.5 21.5 48 48 48h288c26.5 0 48-21.5 48-48v-28.8c0-63.6-51.6-115.2-115.2-115.2zm-223.7-13.4C161.5 263.1 145.6 256 128 256H64c-35.3 0-64 28.7-64 64v32c0 17.7 14.3 32 32 32h65.9c6.3-47.4 34.9-87.3 75.2-109.4z"/></svg> Participate during class!

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 512 512"><path d="M109.46 244.04l134.58-134.56-44.12-44.12-61.68 61.68a7.919 7.919 0 0 1-11.21 0l-11.21-11.21c-3.1-3.1-3.1-8.12 0-11.21l61.68-61.68-33.64-33.65C131.47-3.1 111.39-3.1 99 9.29L9.29 99c-12.38 12.39-12.39 32.47 0 44.86l100.17 100.18zm388.47-116.8c18.76-18.76 18.75-49.17 0-67.93l-45.25-45.25c-18.76-18.76-49.18-18.76-67.95 0l-46.02 46.01 113.2 113.2 46.02-46.03zM316.08 82.71l-297 296.96L.32 487.11c-2.53 14.49 10.09 27.11 24.59 24.56l107.45-18.84L429.28 195.9 316.08 82.71zm186.63 285.43l-33.64-33.64-61.68 61.68c-3.1 3.1-8.12 3.1-11.21 0l-11.21-11.21c-3.09-3.1-3.09-8.12 0-11.21l61.68-61.68-44.14-44.14L267.93 402.5l100.21 100.2c12.39 12.39 32.47 12.39 44.86 0l89.71-89.7c12.39-12.39 12.39-32.47 0-44.86z"/></svg> Start assignments early and **read carefully**!

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 640 512"><path d="M176 256c44.11 0 80-35.89 80-80s-35.89-80-80-80-80 35.89-80 80 35.89 80 80 80zm352-128H304c-8.84 0-16 7.16-16 16v144H64V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v352c0 8.84 7.16 16 16 16h32c8.84 0 16-7.16 16-16v-48h512v48c0 8.84 7.16 16 16 16h32c8.84 0 16-7.16 16-16V240c0-61.86-50.14-112-112-112z"/></svg> Get sleep and take breaks often!

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 640 512"><path d="M128 96c26.5 0 48-21.5 48-48S154.5 0 128 0 80 21.5 80 48s21.5 48 48 48zm384 0c26.5 0 48-21.5 48-48S538.5 0 512 0s-48 21.5-48 48 21.5 48 48 48zm125.7 372.1l-44-110-41.1 46.4-2 18.2 27.7 69.2c5 12.5 17 20.1 29.7 20.1 4 0 8-.7 11.9-2.3 16.4-6.6 24.4-25.2 17.8-41.6zm-34.2-209.8L585 178.1c-4.6-20-18.6-36.8-37.5-44.9-18.5-8-39-6.7-56.1 3.3-22.7 13.4-39.7 34.5-48.1 59.4L432 229.8 416 240v-96c0-8.8-7.2-16-16-16H240c-8.8 0-16 7.2-16 16v96l-16.1-10.2-11.3-33.9c-8.3-25-25.4-46-48.1-59.4-17.2-10-37.6-11.3-56.1-3.3-18.9 8.1-32.9 24.9-37.5 44.9l-18.4 80.2c-4.6 20 .7 41.2 14.4 56.7l67.2 75.9 10.1 92.6C130 499.8 143.8 512 160 512c1.2 0 2.3-.1 3.5-.2 17.6-1.9 30.2-17.7 28.3-35.3l-10.1-92.8c-1.5-13-6.9-25.1-15.6-35l-43.3-49 17.6-70.3 6.8 20.4c4.1 12.5 11.9 23.4 24.5 32.6l51.1 32.5c4.6 2.9 12.1 4.6 17.2 5h160c5.1-.4 12.6-2.1 17.2-5l51.1-32.5c12.6-9.2 20.4-20 24.5-32.6l6.8-20.4 17.6 70.3-43.3 49c-8.7 9.9-14.1 22-15.6 35l-10.1 92.8c-1.9 17.6 10.8 33.4 28.3 35.3 1.2.1 2.3.2 3.5.2 16.1 0 30-12.1 31.8-28.5l10.1-92.6 67.2-75.9c13.6-15.5 19-36.7 14.4-56.7zM46.3 358.1l-44 110c-6.6 16.4 1.4 35 17.8 41.6 16.8 6.6 35.1-1.7 41.6-17.8l27.7-69.2-2-18.2-41.1-46.4z"/></svg> Ask for help!

---

# [Getting Help](https://madd.seas.gwu.edu/2021-Fall/ref-getting-help.html)

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 640 512"><path d="M496 224c-79.6 0-144 64.4-144 144s64.4 144 144 144 144-64.4 144-144-64.4-144-144-144zm64 150.3c0 5.3-4.4 9.7-9.7 9.7h-60.6c-5.3 0-9.7-4.4-9.7-9.7v-76.6c0-5.3 4.4-9.7 9.7-9.7h12.6c5.3 0 9.7 4.4 9.7 9.7V352h38.3c5.3 0 9.7 4.4 9.7 9.7v12.6zM320 368c0-27.8 6.7-54.1 18.2-77.5-8-1.5-16.2-2.5-24.6-2.5h-16.7c-22.2 10.2-46.9 16-72.9 16s-50.6-5.8-72.9-16h-16.7C60.2 288 0 348.2 0 422.4V464c0 26.5 21.5 48 48 48h347.1c-45.3-31.9-75.1-84.5-75.1-144zm-96-112c70.7 0 128-57.3 128-128S294.7 0 224 0 96 57.3 96 128s57.3 128 128 128z"/></svg> [Schedule a meeting](https://jhelvy.appointlet.com/b/professor-helveston) w/Prof. Helveston:

- Mondays from 8:00-5:00pm
- Tuesday from 1:00-5:00pm
- Thursdays from 12:00-5:00pm

## <svg style="height:0.8em;top:.04em;position:relative;" viewBox="0 0 640 512"><path d="M278.9 511.5l-61-17.7c-6.4-1.8-10-8.5-8.2-14.9L346.2 8.7c1.8-6.4 8.5-10 14.9-8.2l61 17.7c6.4 1.8 10 8.5 8.2 14.9L293.8 503.3c-1.9 6.4-8.5 10.1-14.9 8.2zm-114-112.2l43.5-46.4c4.6-4.9 4.3-12.7-.8-17.2L117 256l90.6-79.7c5.1-4.5 5.5-12.3.8-17.2l-43.5-46.4c-4.5-4.8-12.1-5.1-17-.5L3.8 247.2c-5.1 4.7-5.1 12.8 0 17.5l144.1 135.1c4.9 4.6 12.5 4.4 17-.5zm327.2.6l144.1-135.1c5.1-4.7 5.1-12.8 0-17.5L492.1 112.1c-4.8-4.5-12.4-4.3-17 .5L431.6 159c-4.6 4.9-4.3 12.7.8 17.2L523 256l-90.6 79.7c-5.1 4.5-5.5 12.3-.8 17.2l43.5 46.4c4.5 4.9 12.1 5.1 17 .6z"/></svg> [GW Coders](http://gwcoders.github.io/)

---

# Week 1: .fancy[Getting Started]

### 1. Course orientation
### 2. .orange[Intro to conjoint analysis]
### 3. Introductions

### BREAK: Teaming

### 4. Getting started with R & RStudio

---

## We want to answers to questions like...

<br>

### - Higher prices decrease demand, but by how much?

### - How much more is a consumer willing to pay for increased performance in X?

### - How will my product compete against competitors in the market?

## **Answers depend on knowing what people want**

---

## Directly asking people what they want isn't always helpful

### (People want everything)

---

## Which feature do you care more about?

.cols3[
## .center[Battery Life?]
<center>
<img src="images/phone_battery.png" width=100%>
</center>
]

.cols3[
## .center[Signal quality?]
<center>
<img src="images/phone_signal.png" width=100%>
</center>
]

---

## **Conjoint approach**:<br>Use consumer choice data to model preferences

---

### .center[Use random utility framework to predict probability of choosing phone _j_]

<br>

### 1. `$u_j = \beta_1\mathrm{price}_j + \beta_2\mathrm{brand}_j + \beta_3\mathrm{battery}_j + \beta_4\mathrm{signal}_j + \varepsilon_j$`

### 2. Assume `$\varepsilon_j \sim$` iid extreme value

### 3. Probability of choosing phone _j_: `$P_j = \frac{e^{\beta'x_j}}{\sum_k^J e^{\beta'x_k}}$`

### 4. Estimate `$\beta_1$`, `$\beta_2$`, `$\beta_3$`, `$\beta_4$` by minimizing `$-L = - \sum_n^N \sum_j^J y_{nj} \ln P_{nj}$`

---

<br>

## `$u_j = \beta'x_j + \alpha p_j + \varepsilon_j$`

## `$\omega = \frac{\beta}{-\alpha}$`

### `$P_j = \frac{e^{\hat{\beta}'x_j}}{\sum_k^J e^{\hat{\beta}'x_k}}$`

<center>
<img src="images/phone_price_sens.png" width=500>
</center>
]

---

# Example: _Pocket Charge_

## A Flexible, Portable Solar Charger

---

---

### Example survey choice question

---

---

# Your project starts now!

# [View project Ideas](https://docs.google.com/presentation/d/1URUctaP2sQcdXopdiibj9aZIrVkxi2PUy6ALh2r3EH4/edit?usp=sharing)

---

# Week 1: .fancy[Getting Started]

### 1. Course orientation
### 2. Intro to conjoint analysis
### 3. .orange[Introductions]

### BREAK: Teaming

### 4. Getting started with R & RStudio

---

# Introduce yourself

## - Preferred name
## - Degree program
## - Prior experience
## - What do you hope to gain from this class?
## - Project interests?

---

# Break: Teaming

---

# Week 1: .fancy[Getting Started]

### 1. Course orientation
### 2. Intro to conjoint analysis
### 3. Introductions

### BREAK: Teaming

### 4. .orange[Getting started with R & RStudio]

---

# RStudio Orientation

.rightcol30[
- Know the boxes
- Customize the layout
- Customize the look
- [Extra themes](https://github.com/gadenbuie/rsthemes)
]

---

# Open `intro_to_R.R` file and follow along

---

# View prior code in history pane

# Use "up" arrow see previous code

---

# Staying organized

## 1) Save your code in .R files

> ### &zwj;File > New File > R Script

## 2) Keep work in R Project files

> ### File > New Project...

---
class: inverse

### A. Practice getting organized

1. Open RStudio and create a new R project called `week1`.
2. Create a new R script and save it as `practice.R`.
3. Open the `practice.R` file and write your answers to these questions in it.
]]

1). Create objects to store the values in this table:

| City              | Area (sq. mi.) | Population (thousands) |
|-------------------|----------------|------------------------|
| San Francisco, CA | 47             | 884                    |
| Chicago, IL       | 228            | 2,716                  |
| Washington, DC    | 61             | 694                    |

2) Using the objects you created, answer the following questions:

- Which city has the highest density?
  - How many _more_ people would need to live in DC for it to have the same population density as San Francisco?

]]

---

# >15,000 [packages](https://cran.r-project.org/web/packages/available_packages_by_name.html) on the [CRAN](https://cran.r-project.org/)

---

# Installing packages

### `install.packages("packagename")`
### (The package name **must** be in quotes)

```r
install.packages("packagename") # This works
install.packages(packagename)   # This doesn't work
```

### **You only need to install a package once!**

---

# Loading packages

### `library(packagename)`: Loads all the functions in a package
### (The package name _doesn't_ need to be in quotes)

```r
library("packagename") # This works
library(packagename)   # This also works
```

### **You need to _load_ the package every time you use it!**

---

background-color: #fff
class: center

# Installing vs. Loading

---

## Example: **wikifacts**

Install the [Wikifacts](https://github.com/keithmcnulty/wikifacts) package, by Keith McNulty:

```r
install.packages("wikifacts")
```

Load the package:

```r
library(wikifacts) # Load the library
```

Use one of the package functions

```r
wiki_randomfact()
```

```
#> [1] "Here's some news from 28 March 2019. The Islamic State of Iraq and the Levant loses its last territory in Syria following a defeat by the Syrian Democratic Forces and the U.S.-led coalition. (Courtesy of Wikipedia)"
```

---

## Example: **wikifacts**

Now, restart your RStudio session:
> Session -> Restart R

Try using the package function again:

```r
wiki_randomfact()
```

```
#> Error in wiki_randomfact(): could not find function "wiki_randomfact"
```

---

# Using only _some_ package functions

### You don't always have to load the whole library.

### Functions can be accessed with this pattern:
`packagename::functionname()`

```r
wikifacts::wiki_randomfact()
```

```
#> [1] "Here's some news from 01 February 2020. Floods and landslides in southeastern Brazil kill at least sixty people and leave thousands others homeless. (Courtesy of Wikipedia)"
```

---

## If you haven't yet, install [these packages](https://raw.githubusercontent.com/emse-madd-gwu/examples/main/code/0-install.R)

---

# Back `intro_to_R.R` for the rest of class!