1 / 13

Conjoint Analysis

Conjoint Analysis. Wes Friske Xinchun Wang. Overview. Definition History Formula Example for class SAS Demonstration Examples from multiple disciplines Question and answer session. SUMBER: courses.ttu.edu/isqs6348.../ Conjoint Analysis . ppt ‎Texas Tech University. Definition.

toril
Download Presentation

Conjoint Analysis

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Conjoint Analysis Wes Friske Xinchun Wang

  2. Overview • Definition • History • Formula • Example for class • SAS Demonstration • Examples from multiple disciplines • Question and answer session SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  3. Definition Conjoint Analysis (kuhn-joint uh-nal-uh-sis): • “Conjoint analysis is a multivariate technique developed specifically to understand how respondents develop preferences for objects (products, services, or ideas).” • Source: Hair, Black, Babin, and Anderson (2009) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  4. More on Conjoint Analysis • Conjoint analysis can be used in almost any area in which decisions are studied. • Conjoint analysis assumes that any set of objects (e.g., brands, companies) or concepts (e.g., positioning, images) is evaluated as a bundle of attributes. • Most conjoint analysis studies use experimental designs. • Conjoint analysis is an exploratory technique; it is not used in theory testing. • It can accommodate either a metric or non-metric dependent variable. • Independent variables must be non-metric. • Sources: Hair et. al (2009) and Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  5. History • Conjoint analysis grew out of conjoint measurement in mathematical psychology. • Green and Rao (1971) and Rao and Wind (1975) were some of the first academics to use conjoint analysis in a business context—marketing research. • During the 1980s, conjoint analysis gained widespread acceptance in many industries, with usage rates increasing up to tenfold. • By the end of the 1990s, many other disciplines had adopted conjoint analysis techniques. • Sources: Hair et. al (2009) and Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  6. Formula SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  7. An Interactive Example • For this example, suppose that you have asked someone to rate his/her preferences for eight chocolate candies using a nine-point Likert scale (with 1 = low preference, 9 = high preference). • To complicate matters, the chocolate bars are all different. Their exteriors are made of either dark chocolate or milk chocolate; their fillings are chewy or soft; and some contain nuts, others do not. • Your experiment is thus a full factorial (2 X 2 X 2) design. • Conjoint analysis is used to determine the importance of each attribute and the respondent’s preferences for each type of chocolate candy. • Source: Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  8. SAS Code • In SAS, PROC TRANSREG is used to perform metric and non-metric conjoint analysis. • The “separators = option” is used in constructing the labels for the part-worth utilities in the displayed output. • The “short” option means that the iteration history will not be included in the output. • Variable lists are specified in parentheses after a transformation name. • A transformation name must be specified for all variable lists, even when no transformation is desired. • An equal sign follows the dependent variable specification, then the attribute variables are specified along with their transformation. • The following specification designates the attributes as class variables with the restriction that the part-worth utilities sum to zero within each attribute: “class (chocolate center nuts / zero = sum)”. • A slash must be specified to separate the variables from the transformation option “zero = sum”. • Source: Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  9. SAS Output • The part-worth utilities show the most and least preferred levels of the attributes. • Levels with positive utility are preferred over those with negative utility. • The total utility for a candy (i.e., the respondent’s overall preference for a candy) is the sum of the intercept and the part-worth utilities. • Source: Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  10. Conjoint Analysis in Marketing In marketing, conjoint analysis has been used in… • New product development • Price sensitivity studies • Segmentation • Profitability analysis. • Sources: Hair et. al (2009) and Kuhfeld (2010) SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  11. Conjoint Analysis in Other Disciplines Accounting: Chalos, Cherian, and Dawn (1991), Contemporary Accounting Research • Conjoint analysis was used to investigate the role of financial information disclosure on union-management preferences for labor contract outcomes. Economics: Ryan and Hughes (1998), Health Economics • Conjoint analysis was applied to assess women's preferences for the management of miscarriage. Finance: Zinkhan and Zinkhan (1994), Managerial Finance • Conjoint analysis was used to measure managers’ utility functions regarding innovative capital budgeting proposals. Management: Priem (1992), Strategic Management Journal • Conjoint analysis was used to examine the strategy-structure-environment alignment decision rules of 33 CEOs. Range, Wildlife, and Fisheries Science: Belkner, Dennis, Kittredge, and Willis (2000), Ecological Economics • Contingent valuation (CV) and conjoint analysis were used to estimate landowner’s willingness to pay (WTP) for ecosystem management on non-industrial private forest land. Supply Chain Management: Thun (2010), Journal of Supply Chain Management • Conjoint analysis was used to examine the alignment of supply chain integration and IT integration strategies. SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  12. A Quiz (in honor of Dr. Westfall) • In the candy bar example, what is the most important attribute of the candy bar, according to the respondent? • Does the respondent prefer a chewy center or a soft center in the candy bar? • What is the predicted utility of the dark/soft/no nuts combination? • How close is this value to the respondent’s actual rating of the dark/soft/no nuts candy bar? SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

  13. References • Hair, Joseph Jr., Black, William, Babin, Barry, & Anderson, Rolph. (2009). Conjoint analysis. Multivariate Data Analysis. New York: Prentice Hall. • Kuhfeld, Warren. (2010). Conjoint analysis. Marketing Research Methods in SAS. Cary, NC: SAS Institute Inc. SUMBER: courses.ttu.edu/isqs6348.../ConjointAnalysis.ppt‎Texas Tech University

More Related