Conjoint Analysis

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Conjoint analysis is a Choice Modeling technique which involves presenting people with a series of hypothetical products, called profiles, and asks the people to rank or rate the products in order of appeal. The basic idea is that by looking at which alternatives get a higher rating (or ranking), we can understand what is important to them. For example, if somebody always rates the alternative with the lowest price the highest we can conclude that price is most important to them.

The table below contains descriptions of sixteen different soft drinks. Please rank them according to how likely you would be to buy them, writing a “1” next to your most preferred product, a “2” next to your second most preferred product, and so on until you have given ranks of “1” to “16” to the products.

Product Price Brand Size Material Flavour Competition Rank
1 $2 Virgin 300 ml Glass Cola No ______
2 $2 Virgin 300 ml Glass Diet Cola Yes ______
3 $2 Virgin 300 ml Plastic Cola Yes ______
4 $2 Virgin 300 ml Plastic Diet Cola No ______
5 $2 Coke 400 ml Glass Cola No ______
6 $2 Coke 400 ml Glass Diet Cola Yes ______
7 $2 Coke 400 ml Plastic Cola Yes ______
8 $2 Coke 400 ml Plastic Diet Cola No ______
9 $3 Virgin 400 ml Glass Cola No ______
10 $3 Virgin 400 ml Glass Diet Cola Yes ______
11 $3 Virgin 400 ml Plastic Cola Yes ______
12 $3 Virgin 400 ml Plastic Diet Cola No ______
13 $3 Coke 300 ml Glass Cola No ______
14 $3 Coke 300 ml Glass Diet Cola Yes ______
15 $3 Coke 300 ml Plastic Cola Yes ______
16 $3 Coke 300 ml Plastic Diet Cola No ______
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