Exercise on Conjoint Analysis

Consider the purchase of a laptop. Below are 8 options for this

computer.

They differ in 3 basic benefits (weight, the length of the battery

life, and the price).

Rank order these 8 options from 1-8 by assigning 8 to your

most preferred option and 1 to your least preferred option
(Remember to assign 8 to your most preferred option.)

Option Weight Battery Price Rank

Life
1 3Kg 2 Hrs. Rs.1,40,000 5
2 5Kg 4 Hrs. Rs.1,00,000 3
3 5Kg 2 Hrs. Rs.1,40,000 8
4 3Kg 4 Hrs. Rs.1,40,000 2
5 3Kg 2 Hrs. Rs.1,00,000 6
6 5Kg 4 Hrs. Rs.1,40,000 4
7 5Kg 2 Hrs. Rs.1,00,000 7
8 3Kg 4 Hrs. Rs.1,00,000 1
 Translating Conjoint to Utility Value

Weight Price Battery Life

26 10
14 22 17 19

3Kg 5Kg Rs.100000 Rs.140000 2 Hrs. 4 Hrs.

8 2 16

Utility Difference Utility Difference Utility Difference