1. CONJOINT ANALYSIS
Prepared By Saba Khan
ID:4640
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2. What is conjoint analysis?
 Conjoint analysis is a market research tool for
developing effective product design
 Conjoint analysis presents choice alternatives
between products defined by sets of attributes
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3. Conjoint Analysis
 Conjoint Analysis is an advanced multivariate
technique that helps to identify what value most in
making decisions.
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4. example
 Attitudes towards dishwashing products
 1.Clean: glass/dishes clean
 2.Shiny: glass/dishes shiny
 3.Smell: Non-perfumed/lemon fresh/intensive
lemon fresh
 4.Quantity: small/medium/x-large
 5.Packaging: loose in box/tab in plastic/tab in
dissolving plastic
 6.Design: single/multi-colored/multi-colored + ball
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5. objectives
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6. Today it is used in….
 Social sciences and applied sciences including
 marketing, product management, and operations
research. It is used frequently in testing customer
acceptance of new product designs, in assessing
the appeal of advertisements and in service
design. It has been used in product positioning,
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8. Orthogonal Design
Generate Orthogonal Design generates a data file
containing an orthogonal main-effects
design that permits the statistical testing of several
factors without testing every combination of factor
levels. This design can be displayed with the
Display Design
procedure, and the data file can be used by other
SPSS procedures, such as Conjoint.
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9. SPSS
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