Simple Conjoint Analysis Example

A simple conjoint analysis example in Excel
Prepared for educational purposes by Conjoint.ly on 1 October 2019.

Available from: https://conjoint.online/2019/10/01/simple-conjoint-analysis-example-excel/
Conjoint analysis (also called trade-off analysis) is used in many social sciences disciplines, including marketing,
provide a conjoint analysis example in Excel (also available as a Google Sheet conjoint example). This example w
1. Inputs into a conjoint study

2. Conjoint questions (a.k.a. experimental design)
3. Calculations of partworth utilities (relative preferences and importance scores of attributes)
This example is limited to:

✔ Ten choice-based responses (even though in market research, we collect ~12 choices from 100 to 2,000 resp
✔ Four attributes with two levels each (even though in practice, we can have up to a dozen attributes and up to
✔ A multiple linear regression (even though real conjoint tests )
✔ A fractional factorial design.
1. Inputs
Imagine we are evaluating feature of cow's milk sold through supermarkets with the following features:
0 1
Brand: Supermarket brand Farm Gate™
Pack format: Carton Bottle
Fat content: 2% 3%
Price per litre: $2.05 $2.55
↑ ↑
These are called "attributes". These are called "levels" of attributes.
In this example, we have 4 attributes with 2 levels each. However, commonly, we do research on more more lev
lysis-example-excel/
es, including marketing, product management, and pricing. In this post, we

xample). This example will show:
s from 100 to 2,000 respondents);

ozen attributes and up to several dozen levels);
lowing features:
search on more more levels and attributes.

2. Conjoint questions
In conjoint studies, we present respondents with choices of several products. Each product is a combination of
and product jointly and make trade-offs among different options.
Choice set 1
Product A Product B
Brand: Farm Gate™ Farm Gate™
Pack format: Carton Bottle
Fat content: 3% 2%
👆 Your choice: Product A
Choice set 2
Product A Product B
Brand: Supermarket brand Supermarket brand
Pack format: Bottle Carton
Fat content: 2% 3%
👆 Your choice: Product C
Choice set 3
Product A Product B
Fat content: 2% 3%
Choice set 4
Product A Product B
Pack format: Bottle Bottle
Fat content: 2% 3%
Choice set 5
Product A Product B
Pack format: Carton Carton
Fat content: 2% 2%
Choice set 6
Product A Product B
Fat content: 3% 2%
👆 Your choice: Product B
Choice set 7
Product A Product B
Brand: Supermarket brand Farm Gate™
Fat content: 0.02 0.03
Price per litre: 2.55 2.55
Choice set 8
Product A Product B
Pack format: Carton Carton
Choice set 9
Product A Product B
Brand: Farm Gate™ Supermarket brand
👆 Your choice: Product A
Choice set 10
Product A Product B
Fat content: 2% 3%

mple-conjoint-analysis-example-excel/
oducts. Each product is a combination of different levels. The idea is make participants consider these levels
Coding for Choice set 1

Product C Products: 1 2 3
Supermarket brand Levels: 1 1 0
Carton 0 1 0
3% 1 0 1
$2.55 0 0 1
Choices as 0s and 1s:
1 0 0

Farm Gate™ Levels: 0 0 1
Bottle 1 0 1
2% 0 1 0
$2.05 1 1 0
0 0 1

Carton 1 0 0
2% 0 1 0
$2.05 1 1 0
0 0 1
Carton 1 1 0
3% 0 1 1
$2.05 0 1 0
0 0 1

Bottle 0 0 1
3% 0 0 1
$2.55 1 1 1
0 0 1

Supermarket brand Levels: 0 0 0
Carton 1 1 0
2% 1 0 0
$2.55 1 0 1
0 1 0

Bottle 1 0 1
0.03 0 1 1
2.05 1 1 0
0 0 1
Carton 0 0 0
0.02 0 1 0
2.05 1 0 0
0 0 1

Bottle 1 1 1
0.03 0 1 1
2.05 1 1 0
1 0 0

Carton 1 0 0
2% 0 1 0
$2.55 1 1 1
0 0 1
3. Calculations of partworth utilities

One of the key outputs of conjoint analysis is partworth utilties (i.e. relative preferences and importance scores
This sheet demonstrated the calculation behind them using multiple linear regression (even though Conjoint.ly
uses MCMC HB MNL modelling).
Let's put all the data together
Choice set 1 1 1 2 2
Brand: 1 1 0 0 0
Pack format: 0 1 0 1 0
Fat content: 1 0 1 0 1
Price per litre: 0 0 1 1 1
👆 Your choice: 1 0 0 0 0
Let's calculate importance scores (attribute partworths)
Raw regression Importance

coefficient Range score
Price per litre: -0.16 0.16 17%
Fat content: -0.12 0.12 13%
Pack format: -0.03 0.03 3%
Brand: 0.62 0.62 67%
Model intercept: 0.25
Total 0.93 100%
Let's calculate preference scores (level partworths)
Raw regression Centered

coefficient coefficient Preference score
Price per litre:
$2.05 0 0.08 8%
$2.55 -0.16 -0.08 -8%
Fat content:
2% 0.00 0.06 7%
3% -0.12 -0.06 -7%
Pack format:
Carton 0.00 0.01 1%
Bottle -0.03 -0.01 -1%
Brand:
Supermarket brand 0 -0.31 -34%
Farm Gate™ 0.62 0.31 34%
Average 0 0%
That's it! Now you can see how to get to partworth utilities through simple analysis.
If you want to run a real conjoint study, check out our Generic Conjoint tool.
analysis-example-excel/
nces and importance scores of attributes).
n (even though Conjoint.ly platform
2 3 3 3 4 4 4 5 5 5 6 6 6 7 7 7 8 8 8
1 0 0 1 0 0 1 0 0 1 0 0 0 0 1 1 0 0 1
1 1 0 0 1 1 0 0 0 1 1 1 0 1 0 1 0 0 0
0 0 1 0 0 1 1 0 0 1 1 0 0 0 1 1 0 1 0
0 1 1 0 0 1 0 1 1 1 1 0 1 1 1 0 1 0 0
1 0 0 1 0 0 1 0 0 1 0 1 0 0 0 1 0 0 1
9 9 9 10 10 10
1 0 1 0 0 1
1 1 1 1 0 0
0 1 1 0 1 0
1 1 0 1 1 1
1 0 0 0 0 1

Simple Conjoint Analysis Example

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A simple conjoint analysis example in Excel

Prepared for educational purposes by Conjoint.ly on 1 October 2019.

1. Inputs into a conjoint study

This example is limited to:

es, including marketing, product management, and pricing. In this post, we

s from 100 to 2,000 respondents);

search on more more levels and attributes.

👆 Your choice: Product A

👆 Your choice: Product C

👆 Your choice: Product C

👆 Your choice: Product C

👆 Your choice: Product C

👆 Your choice: Product B

👆 Your choice: Product C

👆 Your choice: Product C

👆 Your choice: Product A

👆 Your choice: Product C

Coding for Choice set 1

Coding for Choice set 2

Coding for Choice set 3

Coding for Choice set 5

Coding for Choice set 6

Coding for Choice set 7

Coding for Choice set 9

Coding for Choice set 10

3. Calculations of partworth utilities

Let's calculate importance scores (attribute partworths)

Raw regression Importance

Let's calculate preference scores (level partworths)

Raw regression Centered

nces and importance scores of attributes).

n (even though Conjoint.ly platform

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