Conjoint Analysis

Shaadi.com, The World's No.1 Matchmaking Service, was founded with a

simple objective - to help people find happiness. Shaadi.com (sometimes mis-
spelt as Shadi) is a social networking site specialising in matchmaking and not
just a matrimonial service. As a leader in what is sometimes known as the
matrimony category, we have touched more than 35 million lives. Shaadi.com
has always differentiated itself from other matrimonial services through its
innovation-led approach. By redefining the way Indian brides and grooms meet
for marriage, Shaadi.com has created a world-renowned brand that has changed
the way of finding a life partner.

Shaadi.com' is dedicated to providing its customers with the ultimate partner

search experience and believes that no other matchmaking service can provide
the value that Shaadi.com can. So much so, that their service is backed by
an unconditional guarantee. To better understand the needs and concerns of
singles, it has embarked on a market research study to investigate what people
look for in a partner. It has identified five attributes important in a match:
Career, Fitness, Humour, Religiosity, Interests, each with three levels and
surveyed prospects by asking them to rate a combination of five attribute levels
on a scale of 1-10.

Use the data to determine utility or part worth of each attribute. Identify which
attributes have high utility and which have low utility.