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1 Lecture / 1 Exercise
This is a suggested curriculum for either undergraduate or graduate students in business or marketing. The purpose is to introduce students to conjoint analysis in a non-technical manner. This program may be taught as a single lecture and a set of short readings, followed by an exercise taking about 2 hours at most to complete.
Day 1: Intro to Conjoint Analysis and Adaptive Conjoint Analysis (ACA)
- Understanding Conjoint Analysis in 15 Minutes (1996)
- Understanding the Value of Conjoint Analysis (2009)
- Access the Adaptive Conjoint Analysis (ACA) Sample Study and complete the questionnaire. Answer the questions realistically, to reflect your opinions and preferences. At the end of the interview, the computer estimates your preference scores (part worth utilities) and importance scores for the attributes. Cut-and-Paste the part worth utility and importance results into your work.
- What was the survey experience like? Do these part worth utility and importance scores seem to reflect your preferences?
- According to your utilities, which of these product alternatives would you be expected to prefer?
Alternative 1 Alternative 2 Alternative 3 Brand Dell HP Gateway Processor Speed 2.66 GHz (Quad Core) 2.66 GHz (Dual Core) 3.50 GHz (Quad Core) Memory (RAM) 4 GB RAM 2 GB RAM 1 GB RAM Hard Drive 250 GB 500 GB 100 GB Monitor 15-Inch 17-Inch 21-Inch Keyboard Standard Ergonomic Standard Productivity Software Microsoft Office (Word, Excel, Outlook) Microsoft Office Small
Business (Basic +
Bus + Access database)
(Sum the scores across the features to determine the total value of each alternative.)
- Is this an accurate prediction of your preference?