Ba 28it - Conjoint Analysis
Autor: Joshua • December 9, 2018 • 1,644 Words (7 Pages) • 504 Views
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5. Provide a paragraph in which you describe limitations to your ability to generalize or otherwise rely on your conjoint results to influence your decisions.
6. Provide a copy of the questionnaire you used to collect your data. (You may paste images or screenshots if you need to.)
7. Paste a copy of an Excel spreadsheet with your data (or at least for the first 10 respondents).
8. Paste a copy of the regression output for one respondent to demonstrate the dummy coding for your questionnaire.
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Appendix
Experimental Design Templates
Below are ten experimental design templates to generate the questions in your questionnaire. Select one of them to design your questionnaire. Each of these experimental designs allows for the reduction of the total number of profiles that must be rated by each respondent. They will provide information about main effects for each attribute, but not interactions between the attributes.
(Note that for this exercise, price must be one of your attributes with three $ value levels.)
4 attributes with 2, 2, 3, and 3 levels (2 X 2 X 3 X 3 = 36 possible profiles)
[pic 3]
Profile
Attribute 1
Attribute 2
Attribute 3
Attribute 4
2 levels
2 levels
3 levels
3 levels
1
2
1
1
3
2
2
2
2
2
3
1
1
3
2
4
2
1
3
3
5
2
2
1
1
6
1
2
1
2
7
1
2
3
3
8
1
1
2
1
9
1
1
1
1
10
2
1
2
2
11
2
2
3
1
12
1
2
2
3
CREATE YOUR PROFILES BY SWAPPING THE ATTRIBUTE
LEVELS IN THE TEMPLATE FOR YOUR TEAM’S ATTRIBUTES
Example: If your team were looking at preferences for a portable computer you might have
Attribute 1 is BRAND with 2 levels (Sony = 1, Toshiba = 2)
Attribute 2 is BATTERY LIFE with 2 levels (six hours = 1, nine hours = 2)
Attribute 3 is SCREEN SIZE with 3 levels (12” = 1, 13” = 2, 14” = 3)
Attribute 4 is PRICE with 3 levels ($1200 = 1, $1400 = 2, $1600 = 3)
Profile
BRAND
BATTERY
SCREEN
PRICE
2 levels
2 levels
3 levels
3 levels
1
Toshiba
six hrs
12” screen
$1600
2
Toshiba
nine hrs
13” screen
$1400
3
Sony
six hrs
14” screen
$1400
4
Toshiba
six
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