Your temporary usage period for IBM SPSS Statistics will expire in 5981 days.

GET
FILE='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis\ShoeD
ata.sav'.

>Warning # 5281. Command name: GET FILE

>SPSS Statistics is running in Unicode encoding mode. This file is encoded in
>a locale-specific (code page) encoding. The defined width of any string
>variables are automatically tripled in order to avoid possible data loss. Y
ou
>can use ALTER TYPE to set the width of string variables to the width of the
>longest observed value for each string variable.
DATASET NAME DataSet1 WINDOW=FRONT.
NEW FILE.
DATASET NAME DataSet2 WINDOW=FRONT.
*Generate Orthogonal Design.
SET SEED 2000000.
ORTHOPLAN
/FACTORS=Sole 'Sole of shoes' (1 'Plastic ' 2 'Poly' 3 'Rubber') Upper 'Upp
er of Shoes' (1
'Nylon' 2 'Canvas' 3 'Leather') Price 'Price of Shoes' (1 '$90' 2 '$60' 3
'$30')
/REPLACE
/MINIMUM 9.

Orthogonal Plan
[DataSet2]

Warnings
A plan is successfully generated with 9 cards.

SAVE OUTFILE='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis

\Option Generated '+
'Shoe data.sav'
/COMPRESSED.
DATASET ACTIVATE DataSet1.
DATASET ACTIVATE DataSet1.

Page 1
SAVE OUTFILE='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis
\ShoeData.sav'
/COMPRESSED.
CONJOINT plan='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysi
s\Option Generated Shoe data.sav'
/data='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis\ShoeDa
ta.sav'
/SEQUENCE=card1 TO card9
/FACTORS=Sole (Discrete) Upper (Discrete) Price (Linear Less)
/PRINT=SUMMARYONLY
/Utility='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis\Opt

/plot=all.

Conjoint Analysis
[DataSet1] C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis\Sh
oeData.sav

Warnings
Text: C:\Users\amit\Desktop\RMSM VOS Data\Lecture

Command: CONJOINT
A text string is not correctly enclosed in quotation marks on the
command line. Literals may not be continued across command
lines without the use of the continuation symbol '+'.
No reversals occurred.

Model Description
Relation to
Ranks or
N of Levels Scores
Sole 3 Discrete
Upper 3 Discrete
Price 3 Linear (less)

All factors are orthogonal.

Page 2
 Utilities
Utility
Estimate Std. Error
Sole Plastic -.133 .419
Poly .133 .419
Rubber .000 .419
Upper Nylon .067 .419
Canvas 1.067 .419
Leather -1.133 .419
Price $90 -.833 .363
$60 -1.667 .725
$30 -2.500 1.088
(Constant) 6.667 .783

Importance
Values
Sole 6.452
Upper 53.226
Price 40.323
Averaged
Importance Score

Coefficients
B Coefficient
Estimate
Price -.833

a
Correlations
Value Sig.
Pearson's R .911 .000
Kendall's tau .873 .001

a. Correlations between observed and estimated preferences

Page 3
 Summary Utilities

0.15

0.10

0.05
Utility

0.0000

-0.05

-0.10

-0.15
Plastic Poly Rubber

Sole of shoes

Summary Utilities

1.5

1.0

0.5
Utility

0.0

-0.5

-1.0

-1.5
Nylon Canvas Leather

Upper of Shoes

Page 4
 Summary Utilities
0.0

-0.5

-1.0
Utility

-1.5

-2.0

-2.5
$90 $60 $30

Price of Shoes
B = -.8333

Importance summary

60

50

40
Importance

30

20

10

0
Sole of shoes Upper of Shoes Price of Shoes

Factor

DATASET ACTIVATE DataSet1.

DATASET CLOSE ShoeOption.
DATASET ACTIVATE DataSet1.

Page 5
SAVE OUTFILE='C:\Users\amit\Desktop\RMSM VOS Data\Lecture 8_Conjoint Analysis
\ShoeData.sav'
/COMPRESSED.
DATASET ACTIVATE DataSet2.
DATASET CLOSE DataSet1.

Page 6