1. Multivariate Data Analysis Chapter 7 - Conjoint Analysis

2. What Is Conjoint Analysis?
A Hypothetical Example of Conjoint Analysis
An Empirical Example
The Managerial Uses of Conjoint Analysis
Comparing Conjoint Analysis with Other Multivariate Methods
Compositional Versus Decompositional Techniques
Specifying the Conjoint Variate
Separate Models for Each Individual
Types of Relationships

3. Designing a Conjoint Analysis Experiment
Stage 1: The Objectives of Conjoint
Analysis
Defining the Total Utility of the Object
Specifying the Determinant Factors

4. Designing a Conjoint Analysis Experiment (Cont.)
Stage 2: The Design of a Conjoint Analysis
Selecting a Conjoint Analysis Methodology
Designing Stimuli: Selecting and Defining Factors and Levels
General Characteristics of Both Factors and Levels
Communicable Measures
Actionable Measures
Specification Issues Regarding Factors
Number of Factors
Factor Multicollinearity
The Unique Role of Price as a Factor
Specification Issues Regarding Levels
Balanced Number of Levels
Range of the Factor Levels

5. Designing a Conjoint Analysis Experiment (Cont.)
Stage 2: The Design of a Conjoint Analysis (Cont.)
Specifying the Basic Model Form
The Composition Rule: Selecting an Additive Versus an Interactive Model
The Additive Model
Adding Interaction Effects
An Example of Interaction Effects on Part-Worth Estimates
Selecting the Model Type
Selecting the Part-worth Relationship: Linear, Quadratic, or Separate Part-worths
Types of Part-Worth Relationships
Selecting a Part-Worth Relationship

6. Designing a Conjoint Analysis Experiment (Cont.)
Stage 2: The Design of a Conjoint Analysis (Cont.)
Data Collection
Choosing a Presentation Method
The Trade-Off Presentation Method
The Full-Profile Presentation Method
The Pairwise Combination Presentation Method
Creating the Stimuli
The Full-Profile or Pairwise Combination Presentation Methods
Defining Subsets of Stimuli
Selecting a Measure of Consumer Preference
Survey Administration

7. Designing a Conjoint Analysis Experiment (Cont.)
Stage 3: Assumptions of Conjoint Analysis
Stage 4: Estimating the Conjoint Model
and Assessing Overall Fit
Selecting an Estimation Technique
Evaluating Model Goodness-of-Fit

8. Designing a Conjoint Analysis Experiment (Cont.)
Stage 5: Interpreting the Results
Aggregate Versus Disaggregate Analysis
Assessing the Relative Importance of Attributes
Stage 6: Validation of the Conjoint Results

9. Managerial Applications of Conjoint Analysis
Segmentation
Profitability Analysis
Conjoint Simulators

10. Alternative Conjoint Methodologies
Adaptive Conjoint: Conjoint with a Large Number of Factors
Self-explicated Conjoint Models
Adaptive/hybrid Conjoint Models

11. Alternative Conjoint Methodologies (Cont.)
Choice-based Conjoint: Adding Another Touch of Realism
A Simple Illustration of Full-profile Versus Choice-based Conjoint
Unique Characteristics of Choice-Based Conjoint
Type of Decisionmaking Process Portrayed
Stimuli Design
Estimation Technique
Some Advantages and Limitations of Choice-based Conjoint
The Choice Task
Predictive Accuracy
Managerial Applications
Availability of Computer Programs
Summary
Overview of the Three Conjoint Methodologies

12. An Illustration of Conjoint Analysis
Hair et al. (1998), P