Conjoint Analysis- Multivariate Analysis

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It is on Conjoint Analysis presented by Radhika Gupta, Shivi Agarwal, Neha Arya, Neha Kasturia, Mudita Maheshwari, Dhruval Dholakia, Chinmay Jaggan Anmol Sahani and Madhusudan Partani of FMG-18A, FORE School of Management

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Conjoint Analysis- Multivariate Analysis

  1. 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. 2. • • • • • Group 4- 18A Page 2
  3. 3. Utility value for each level of Weight 50 40 35 25 15 40g 80g 120g 160g 200g Group 4- 18A Page 3
  4. 4. Relative importance of attributes 45% 35% 20% Weight Price Battery Group 4- 18A Page 4
  5. 5. – – – • • Group 4- 18A Page 5
  6. 6. Group 4- 18A Page 6
  7. 7. Group 4- 18A Page 7
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  11. 11. Group 4- 18A Page 11
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  14. 14. Brand Name KX 19 Price $ 1.39 Form Powder Colour brightener Yes Group 4- 18A Page 14
  15. 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. 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. 17. Group 4- 18A Page 17
  18. 18. Group 4- 18A Page 18
  19. 19. Evaluating model goodness of fit Group 4- 18A Page 19
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  23. 23. Variable Group 4- 18A Page 23
  24. 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. 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. 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

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