In: Statistics and Probability
Conjoint Analysis
Imagine we are evaluating three hotels and have identified a conjoint model with three attributes. Two of the attributes (food and beach) have three levels, and the third, amusement, has two levels (see Table 1). We create a self-administered questionnaire. Four respondents are each asked to rate 18 packages (hotels) of attributes on a scale from 0 to 10. For example, a package/hotel might be : “A hotel with food featuring snacks, a beach with sand and boats, and no amusements.” The respondents responses are recorded in the Excel file “2_conjoint_hotels.xlsx” Google sheets version here (can be easily imported to excel): https://docs.google.com/spreadsheets/d/17tZ2xqS7KswhO9CgnUAgv-mKqPj63GwxaiHP2dhj7YU/edit?usp=sharing
Attributes | Level 1 | Level 2 | Level 3 |
Food | Fine dining | Fast Food | Snacks |
Beach | Sand and Boats | Sand | Pebbles |
Amusement | Games room | None |
Write out your regression model. For each respondent, run the conjoint analysis and report the part-worths.
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