Conjoint Analysis: A Do it Yourself Guide

Harvard Business School Note 515-024

This courseware was prepared solely as the basis for class discussion. Copyright © 2014 President and
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This spreadsheet illustrates the use of linear regression to analyze data from a conjoint analysis survey.

The tab "Data" contains the data from one respondent. Each row corresponds to one profile.

The tab "Analysis" contains the results from the regression, as well as a set of additional analyses based on these results.

Detailed instructions on how to reproduce the analyses in this spreadsheet are provided in Appendix 3 of the companion Harvard B
hese results.

companion Harvard Business Publishing note "Conjoint Analysis: A Do it Yourself Guide"

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.943
R Square 0.890
Adjusted R Squar 0.791
Standard Error 0.917
Observations 18

ANOVA
df SS MS F Significance F
Regression 8 60.933 7.617 9.059 0.002
Residual 9 7.567 0.841
Total 17 68.5

CoefficientsStandard Error t Stat P-value Lower 95% Upper 95% Lower 95.0%
Intercept 5.58 0.66 8.49 0.00 4.10 7.07 4.10
Coke -0.50 0.53 -0.94 0.37 -1.70 0.70 -1.70
Fanta -3.00 0.53 -5.67 0.00 -4.20 -1.80 -4.20
M&Ms -0.35 0.43 -0.80 0.44 -1.33 0.63 -1.33
Nutella -0.83 0.53 -1.57 0.15 -2.03 0.36 -2.03
Honey -0.17 0.53 -0.31 0.76 -1.36 1.03 -1.36
Pretzels -0.15 0.43 -0.34 0.74 -1.13 0.83 -1.13
$4 1.50 0.53 2.83 0.02 0.30 2.70 0.30
$6 -1.50 0.53 -2.83 0.02 -2.70 -0.30 -2.70

PARTWORTHS
Intercept 5.58 Ideal profile
Apple juice 0.00 Drink
Drink Coke -0.50 Apple juice 3.00
Fanta -3.00
M&Ms -0.35 2.00
Mini candy Toblerone
Toblerone 0.00 1.00
Peanut Butter 0.00
Spread Nutella -0.83 Peanut Butter 0.00
Honey -0.17 Apple juice Coke
-1.00
Pretzels -0.15
Salty snack Chips -2.00
Chips 0.00
$4 1.50 -3.00
Price $5 0.00 $ 4
$6 -1.50

Spread
3.00
2.00
1.00
0.00
Peanut Butter Nutella
-1.00
-2.00
-3.00
 2.00
1.00
0.00
Peanut Butter Nutella
-1.00
-2.00
-3.00

3.00

2.00

1.00

0.00
$4
-1.00

-2.00

-3.00

ATTRIBUTE IMPORTANCES
Attribute Range Importance
Drink 3.00 0.41
Mini candy 0.35 0.05
Spread 0.83 0.11
Salty snack 0.15 0.02
Price 3.00 0.41

Attribute importances
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
Drink Mini candy Spread Salty snack Price

Predicting Consumer Choice Between Two Alternatives

Apple juice Coke Fanta M&Ms Toblerone Peanut Butter Nutella

Product A 1 0 0 0 1 1 0
Product B 0 0 1 1 0 0 0
 Upper 95.0%
7.07
0.70
-1.80
0.63
0.36
1.03
0.83
2.70
-0.30

Drink Mini candy

3.00
2.00

1.00
0.00
Coke Fanta Toblerone
-1.00

-2.00

-3.00

Spread Salty snack

3.00
2.00
1.00
0.00
Nutella Honey Pretzels Chips
-1.00
-2.00
-3.00
 2.00
1.00
0.00
Nutella Honey Pretzels Chips
-1.00
-2.00
-3.00

Price
3.00

2.00

1.00

0.00
$4 $5 $6
-1.00

-2.00

-3.00

ce

Honey Pretzels Chips $4 $5 $6 Utility Predicted Choice

0 0 1 0 1 0 5.58
Product A
1 1 0 1 0 0 3.42
Toblerone

Chips
Chips
Coke Fanta M&Ms Nutella Honey Pretzels $4 $6 Rating
1 0 1 0 1 0 0 0 4
1 0 1 1 0 0 1 0 6
0 1 0 0 1 0 0 1 1
0 1 1 0 0 0 0 0 1
0 0 1 1 0 1 0 0 4
1 0 0 0 1 1 0 0 5
0 1 1 0 1 1 0 1 1
0 1 0 1 0 1 0 0 2
1 0 1 0 0 1 0 1 4
0 0 0 0 1 0 1 0 7
0 0 0 0 0 0 0 0 7
0 0 1 0 1 1 1 0 6
1 0 0 1 0 0 0 1 2
0 0 0 0 0 1 0 1 3
1 0 0 0 0 1 1 0 6
0 1 0 1 0 1 1 0 3
0 0 1 1 0 0 0 1 3
0 1 1 0 0 0 1 0 4