Conjoint Analysis- Multivariate Analysis
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The document discusses a conjoint analysis conducted by a group of students, evaluating consumer preferences for various products based on factors like weight, price, battery, and brand name. It outlines the utility values, relative importance of attributes, and detailed modeling results, including reversals in subject preferences. Additionally, the analysis includes the methodology, factors, and significant statistics related to the evaluation process.
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Conjoint Analysis- Multivariate Analysis
- 1. Conjoint Analysis By: Neha Arya Anmol Sahni Neha Kasturia Radhika Gupta Chinmay Jagga Shivi Aggarwal Mayank Sharma Dhruval Dholakia Mudita Maheshwari Madhusudan Partani
- 2. • • • • • Group 4- 18A Page 2
- 3. Utility value for each level of Weight 50 40 35 25 15 40g 80g 120g 160g 200g Group 4- 18A Page 3
- 4. Relative importance of attributes 45% 35% 20% Weight Price Battery Group 4- 18A Page 4
- 5. – – – • • Group 4- 18A Page 5
- 6. Group 4- 18A Page 6
- 7. Group 4- 18A Page 7
- 8. Group 4- 18A Page 8
- 9. Group 4- 18A Page 9
- 10. Group 4- 18A Page 10
- 11. Group 4- 18A Page 11
- 12. Group 4- 18A Page 12
- 13. Group 4- 18A Page 13
- 14. Brand Name KX 19 Price $ 1.39 Form Powder Colour brightener Yes Group 4- 18A Page 14
- 15. Level 1: Level 2: Level 3: Level 4: $ 1.19 $ 1.39 $ 1.49 $ 1.69 Level 1: Generic 1 5 9 13 Level 2: KX – 19 2 6 10 14 Level 3: Clean-All 3 7 11 15 Level 4: Tidy-Up 4 8 12 16 Group 4- 18A Page 15
- 16. Brand Name KX - 19 Generic Price $ 1.19 Vs. $ 1.49 Form Powder Liquid No of Factors No of Levels No of Profiles 4 2 2*2*2*2 16 4 3 3*3*3*3 81 4 4 4*4*4*4 256 Group 4- 18A Page 16
- 17. Group 4- 18A Page 17
- 18. Group 4- 18A Page 18
- 19. Evaluating model goodness of fit Group 4- 18A Page 19
- 20. Group 4- 18A Page 20
- 21. Group 4- 18A Page 21
- 22. Group 4- 18A Page 22
- 23. Variable Group 4- 18A Page 23
- 24. CONJOINT PLAN='C:Program FilesSPSScarpet_plan.sav' /DATA='C:Program FilesSPSScarpet_prefs.sav' /SEQUENCE=PREF1 TO PREF22 /SUBJECT=ID /FACTORS=PACKAGE BRAND (DISCRETE) PRICE (LINEAR LESS) SEAL (LINEAR MORE) MONEY (LINEAR MORE) /PRINT=SUMMARYONLY Group 4- 18A Page 24
- 25. Factor Model Levels Label PACKAGE d 3 Package Design BRAND d 3 Brand name PRICE l< 3 Price SEAL l> 2 House keeping MONEY l> 2 Money Back guarantee (Models: d=discrete, l=linear, i=ideal, ai=antiideal, <=less, >=more) All the factors are orthogonal. SUBFILE SUMMARY Averaged Importance Utility Factor PACKAGE Package Design 26.79 .3333 A -.5500 - B .2167 C BRAND Brand name 24.35 -.6000 - K2R .8667 - Glory -.2667 Bissels PRICE Price 15.02 -1.3883 -- $1.19 -1.6217 -- $1.39 -1.8550 --- $1.59 B = -1.1667 SEAL House keeping 16.99 -.9250 - no -1.8500 --- Yes B = -.9250 MONEY Money Back gurantee 16.85 -1.3500 -- No -2.7000 ---- YEs B = -1.3500
- 26. 14.1550 CONSTANT Pearson's R = .476 Significance = .0228 Kendall's tau = .223 Significance = .0987 Kendall's tau = .667 for 4 holdouts Significance = .0871 SUBFILE SUMMARY Reversal Summary: 8 subjects had 2 reversals 2 subjects had 1 reversals Reversals by factor: MONEY 6 SEAL 6 PRICE 6 BRAND 0 PACKAGE 0 Reversal index: Page Reversals Subject 17 2 1 17 1 2 17 2 3 17 2 4 17 1 5 17 2 6 17 2 7 17 2 8 17 2 9 17 2 10