1. Design and Application
Conjoint Analysis
Design and Application

2. CONJOINT METHODOLOGY- SUMMARY
1. What attributes to include in the study?
Identify actionable attributes through expert judgment, consumer survey, or focus groups. Attributes can be product features/options, structural characteristics, appearance of product, and marketing mix variables
Use attributes that the target audiences can relate to
2. How many levels of attributes to include?
Identify discrete and continuous attributes (continuous attributes can be discretized)
In discrete case, generally can include 3 to 4 levels. Ex: Minimum, Maximum, and 1 or 2 levels in between.
3. How to get data from consumers?
Present “profiles” consisting of combinations of attribute levels. Each profile is a product/new concept in the “full-profile” approach.
Consumers either rank-order or rate profiles .

3. 4. How to minimize profiles presented to consumers?
“Orthognal designs” to reduce number of profiles presented to consumers
“Adaptive conjoint” to minimize difficult of conjoint task by using prior information provided by consumers. Several commercial software, such as Saw Tooth, are available for this purpose.
“Hybrid conjoint” techniques may be used to distribute evaluation task among consumers
5. What to do with the data collected from consumers?
Assess relative importance of attributes
Compute utility associated with each level of each attribute
Perform simulations to identify good product designs
6. How to impact management decisions with conjoint analysis?
Use graphs to summarize data!
Translate results to managerially useful indices such as expected sales or market share for chosen product concepts
Provide pictorial renditions of chosen concepts

4. 4. How to minimize profiles presented to consumers?
“Orthognal designs” to reduce number of profiles presented to consumers
“Adaptive conjoint” to minimize difficult of conjoint task by using prior information provided by consumers. Several commercial software, such as Saw Tooth, are available for this purpose.
“Hybrid conjoint” techniques may be used to distribute evaluation task among consumers
5. What to do with the data collected from consumers?
Assess relative importance of attributes
Compute utility associated with each level of each attribute
Perform simulations to identify good product designs
6. How to impact management decisions with conjoint analysis?
Use graphs to summarize data!
Translate results to managerially useful indices such as expected sales or market share for chosen product concepts
Provide pictorial renditions of chosen concepts

5. OTHER COMMERCIAL APPLICATIONS
Consumer Non-durables Other Products
1. Bar soaps 1. Automotive styling
2. Hair shampoos 2. Automobile tires
3. Carpet cleaners 3. Car batteries
4. Synthetic-fiber garments 4. Ethical drugs
5. Gasoline pricing 5. Employee benefit package
6. Panty hose 6. Job offers to MBA’s
Financial Services Other Services
1. Branch bank services 1. Car rental agencies
2. Auto insurance policies 2. Telephone service pricing
3. Health insurance policies 3. Information retrieval svcs.
4. Credit card features 4. Medical laboratories
5. Consumer discount card 5. Employment agencies
Industrial/Business Goods Transportation
1. Copying machines 1. Air Canada
2. Printing equipment 2. IATA
3. Fax machines 3. American Airlines
4. Data transmission 4. Canadian National Railway
5. Laptop computer 5. AMTRAK

6. Dating Conjoint What attributes would one look for in an ideal mate?
What are the levels of these attributes?
Would any combinations be unacceptable?

7. Dating Conjoint Design
Attribute 1: Age
levels: 18, 25, 35, 45, 60
Attribute 2: IQ
levels: low, average, high
Attribute 3: Build
levels: heavy set, slim, athletic, obese
Attribute 4: Education
levels: High School, College, Graduate
Attribute 5: Height
levels: 6’0”, 5’10”, 5’6”, 5’0”