Conjoint Study Design

Attributes and attribute levels of the Conjoint study.

Attributes / Levels Level 1 Level 2 Level 3

Room Small suite Large room Room office

Business Amenities WWW access Speaker phone Room fax

Exercise room (sm) +

Leisure Exercise room Pool
pool (sm)

Extras Shoe shine Tape library Fruit + cheese

Restaurant Delivery Yes No

Revenue Potentials
Incremental revenue potentials (possibly negative) for each attribute level, compared to the base product.
The base product revenue is 100.
The base level of each attribute (the first level by default) is indicated by a zero.
Attributes / Levels Level 1 Level 2 Level 3

Room 0 0 0

Business Amenities 1 0 0.5

Leisure 0 -2 -2.5

Extras 0 0 -4.5

Restaurant Delivery 0 3

Respondents' Preference Partworths

Respondents' preference partworths. The most preferred profiles sum up to 100, the least preferred to 0.
Respondents /
Small suite Large room Room office
Attributes and Levels
Amanda 0 9 11
Ann 10 37 0
Bruce 26 0 10
Byron 8 0 22
Byung 34 0 30
Colleen 45 0 17
Courtney 17 7 0
Daniel 15 0 12
Dierdre 13 0 24
Elio 11 20 0
Eugene 0 27 7
Frank 8 0 31
Gabriel 20 0 14
George 0 19 5
Gina 14 31 0
Hans 6 16 0
Hector 0 7 47
Jin Hyuk 34 0 16
Jose 12 0 28
Kevin 0 12 34
Lawrence 72 43 0
Marina 21 10 0
Martina 0 16 8
Michael 47 0 20
Nicholas 28 0 33
Nissa 0 16 22
Oliver 50 27 0
Peony 10 0 29
Robert 34 0 11
Sally 23 0 7
Saulo 20 0 16
Scott 13 43 0
Shawn 0 7 18
Stacy 27 0 23
Sukhdeep 36 18 0
Thomas 16 0 33
Tiffany 14 0 30
Traci 25 0 17
Trevor 17 32 0
Vladimir 0 14 19

Existing Product Profiles

Labels and attribute levels for each existing product profile that already exists in the market.
Attributes / Existing
Courtyard by Marriott Nittany Lion Inn Atherton Hilton
Product Profiles

Room Small suite Large room Large room

Business Amenities Speaker phone Speaker phone Speaker phone

Exercise room (sm) +

Leisure Exercise room Exercise room
pool (sm)
Extras Newspaper Newspaper Tape library

Restaurant Delivery Yes Yes No

New Product Profiles

Labels and attribute levels for each new product profile that you consider introducing into this market.
Attributes / New
Professional 1 Professional 2 Tourist
Product Profiles

Room Room office Small suite Large room

Business Amenities WWW access Room fax Speaker phone

Exercise room (sm) +

Leisure Exercise room Exercise room
pool (sm)

Extras Fruit + cheese Tape library Tape library

Restaurant Delivery No Yes No

 Level 4

Newspaper

d to the base product.

Level 4

-0.5

least preferred to 0.

WWW access Speaker phone Room fax Exercise room

52 13 0 0
0 9 3 0
21 0 14 9
 13 25 0 0
0 16 11 0
0 2 0 0
7 24 0 5
0 14 38 4
10 23 0 14
9 0 19 14
4 0 2 56
8 0 10 10
0 7 21 9
10 22 0 32
14 0 13 7
0 16 9 7
0 8 25 9
6 27 0 8
5 0 37 0
9 22 0 0
7 6 0 7
12 26 0 0
16 29 0 0
21 0 10 12
11 29 0 0
5 0 22 12
0 19 4 11
7 11 0 0
23 13 0 4
0 15 29 7
10 0 27 8
11 0 12 10
0 27 18 12
0 13 42 0
18 8 0 0
0 16 10 13
7 0 19 20
13 0 8 0
0 15 15 31
9 0 22 10

Toftrees Scanticon

Small suite Room office

Speaker phone Room fax

Exercise room (sm) + Exercise room (sm) +

pool (sm) pool (sm)
 Newspaper Shoe shine

No Yes

g into this market.

Deluxe

Large room

WWW access

Exercise room (sm) +

pool (sm)

Tape library

Yes
 Exercise room (sm) +
Pool Shoe shine Tape library
pool (sm)
8 10 17 6
39 21 3 0
16 0 0 14
12 6 22 11
16 11 21 0
15 32 2 0
0 32 2 15
0 9 5 7
0 4 8 0
0 32 4 0
19 0 4 10
4 0 0 7
0 5 41 13
16 0 9 11
25 0 13 0
0 33 5 0
6 0 4 12
0 14 4 0
19 11 8 12
5 6 15 0
0 10 0 0
21 3 21 9
29 20 0 12
16 0 10 0
1 3 6 0
6 0 24 8
0 7 0 8
31 17 2 9
12 0 5 0
0 5 9 5
10 0 0 12
25 0 0 8
0 27 4 9
4 7 8 6
11 24 0 6
0 10 0 11
10 0 4 6
20 38 0 10
0 28 12 7
18 0 24 5
Fruit + cheese Newspaper Yes No
13 0 0 10
3 0 12 0
7 19 18 0
 0 15 0 19
14 8 13 0
0 1 0 19
8 0 0 12
0 21 0 17
24 12 15 0
18 12 11 0
0 6 3 0
15 18 31 0
10 0 0 9
0 3 16 0
18 8 12 0
9 13 0 22
8 0 0 7
10 8 0 15
0 6 4 0
22 8 16 0
5 5 0 6
13 0 0 11
6 9 14 0
8 11 5 0
26 4 0 9
0 12 0 20
5 4 12 0
16 0 13 0
8 14 17 0
18 0 0 23
20 16 23 0
6 4 0 12
0 14 0 14
0 3 0 16
8 8 14 0
33 18 0 5
0 13 0 18
4 12 0 12
0 5 10 0
0 7 17 0
Conjoint Study Design
Attributes and attribute levels of the Conjoint study.
Attributes / Levels Level 1 Level 2 Level 3 Level 4

Room Small Suite Large Room Room Office

Bus amenities www access speaker phone room fax

Exercise room +
Leisure Exercise room Pool
Pool

extras shoe shine Tape library fruit and cheese newspaper

Rest Delivery Yes No

Bundles
Attribute levels for a full-profile, fractional design Conjoint study
Attributes / Bundles Bundle 1 Bundle 2 Bundle 3 Bundle 4

Room Small Suite Large Room Room Office Large Room

Bus amenities www access speaker phone room fax speaker phone

Exercise room +
Leisure Exercise room Pool Pool
Pool

extras shoe shine shoe shine shoe shine shoe shine

Rest Delivery Yes No Yes No

Respondents' Ratings
Respondents' ratings for each bundle (use consistent scale, e.g., between 0 and 100)
Respondents / Ratings Bundle 1 Bundle 2 Bundle 3 Bundle 4
Respondent 1
 Bundle 5 Bundle 6 Bundle 7 Bundle 8 Bundle 9 Bundle 10

Small Suite Large Room Room Office Large Room Small Suite Large Room

speaker phone www access speaker phone room fax room fax speaker phone

Exercise room + Exercise room +

Pool Pool Exercise room Exercise room
Pool Pool

Tape library Tape library Tape library Tape library fruit and cheese fruit and cheese

Yes No Yes No No Yes

Bundle 5 Bundle 6 Bundle 7 Bundle 8 Bundle 9 Bundle 10

 Bundle 11 Bundle 12 Bundle 13 Bundle 14 Bundle 15 Bundle 16

Room Office Large Room Small Suite Large Room Room Office Large Room

www access speaker phone speaker phone room fax speaker phone www access

Exercise room +
Pool Pool Pool Pool Exercise room
Pool

fruit and cheese fruit and cheese newspaper newspaper newspaper newspaper

No Yes No Yes No Yes

Bundle 11 Bundle 12 Bundle 13 Bundle 14 Bundle 15 Bundle 16