Smartwatch Conjoint Study

Input of your data

Profile Rating (0-100)

1 0
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
10 0
11 0
12 0
13 0
14 0
15 0
16 0
17 0
 Always-on Temperature Car Crash
attributes Battery Life Cellular Display Sensor Detection Brand
18 hrs No No No No Samsung
attribute 1 day Yes Yes Yes Yes Apple
levels 3 days Fitbit
5 days
Price
249
299
349
399
Step 1. Orthogonal design for a 4 X 2 X 2 X 2 X 2 X 3 X 4 study (I used the package "conjoint" in R).
Always
random -on Temperat
random order on Displa ure Car Crash
number survey profile Battery Life Cellular y Sensor Detection Brand
0.90 2 1 0 1 1 0 0 0
0.24 13 2 3 1 0 0 1 0
0.43 10 3 2 0 1 1 1 1
0.24 12 4 1 0 0 1 0 2
0.25 11 5 3 0 1 1 0 0
0.62 6 6 0 0 0 1 1 0
0.55 8 7 1 1 1 0 1 1
0.13 15 8 2 1 0 0 0 2
0.56 7 9 2 0 1 0 0 0
0.12 16 10 1 0 0 0 1 0
0.54 9 11 0 1 0 1 0 1
0.99 1 12 3 1 1 1 1 2
0.71 4 13 1 1 1 1 0 0
0.21 14 14 2 1 0 1 1 0
0.84 3 15 3 0 0 0 0 1
0.67 5 16 0 0 1 0 1 2

Step 2. Shuffled design so that the "system" in the profiles is less obvious

Always
random -on Temperat
random order on Displa ure Car Crash
number survey profile Battery Life Cellular y Sensor Detection Brand
0.99 1 12 3 1 1 1 1 2
0.90 2 1 0 1 1 0 0 0
0.84 3 15 3 0 0 0 0 1
0.71 4 13 1 1 1 1 0 0
0.67 5 16 0 0 1 0 1 2
0.62 6 6 0 0 0 1 1 0
0.56 7 9 2 0 1 0 0 0
0.55 8 7 1 1 1 0 1 1
0.54 9 11 0 1 0 1 0 1
0.43 10 3 2 0 1 1 1 1
0.25 11 5 3 0 1 1 0 0
0.24 12 4 1 0 0 1 0 2
0.24 13 2 3 1 0 0 1 0
0.21 14 14 2 1 0 1 1 0
0.13 15 8 2 1 0 0 0 2
0.12 16 10 1 0 0 0 1 0

Step 3. Assign the attribute levels to the "step 2" design

survey
1 5 days Yes Yes Yes Yes Fitbit $ 349.00
2 18 hrs Yes Yes No No Samsung $ 249.00
 3 5 days No No No No Apple $ 399.00
4 1 day Yes Yes Yes No Samsung $ 399.00
5 18 hrs No Yes No Yes Fitbit $ 399.00
6 18 hrs No No Yes Yes Samsung $ 299.00
7 3 days No Yes No No Samsung $ 349.00
8 1 day Yes Yes No Yes Apple $ 299.00
9 18 hrs Yes No Yes No Apple $ 349.00
10 3 days No Yes Yes Yes Apple $ 249.00
11 5 days No Yes Yes No Samsung $ 299.00
12 1 day No No Yes No Fitbit $ 249.00
13 5 days Yes No No Yes Samsung $ 249.00
14 3 days Yes No Yes Yes Samsung $ 399.00
15 3 days Yes No No No Fitbit $ 299.00
16 1 day No No No Yes Samsung $ 349.00
ge "conjoint" in R).

Price Correlations between attributes

0
0 price Battery Life Cellular Display Temperature Crash Brand
0 price 1 0 0 0 0 0 0
0 battery 0 1 0 0 0 0 0
1 cellular 0 0 1 0 0 0 0
1 display 0 0 0 1 0 0 0
1 temperature 0 0 0 0 1 0 0
1 crash 0 0 0 0 0 1 0
2 brand 0 0 0 0 0 0 1
2
2
2
3
3
3
3

Price
2
0
3
3
3
1
2
1
2
0
1
0
0
3
1
2
 Car
Cras
h
Battery Life Cellular Always-on Temperature Detec
Display Sensor tion

Base
profile RATINGS liking 1 day 3 days 5 days Yes Yes Yes Yes
1 0 1 0 0 1 1 1 1 1
2 0 1 0 0 0 1 1 0 0
3 0 1 0 0 1 0 0 0 0
4 0 1 1 0 0 1 1 1 0
5 0 1 0 0 0 0 1 0 1
6 0 1 0 0 0 0 0 1 1
7 0 1 0 1 0 0 1 0 0
8 0 1 1 0 0 1 1 0 1
9 0 1 0 0 0 1 0 1 0
10 0 1 0 1 0 0 1 1 1
11 0 1 0 0 1 0 1 1 0
12 0 1 1 0 0 0 0 1 0
13 0 1 0 0 1 1 0 0 1
14 0 1 0 1 0 1 0 1 1
15 0 1 0 1 0 1 0 0 0
16 0 1 1 0 0 0 0 0 1

your preferences Experimental

Design
 Brand Price

Apple Fitbit $
0 1 349
0 0 249
1 0 399
0 0 399
0 1 399
0 0 299 Do NOT change anything
0 0 349 in this table please
1 0 299
1 0 349
1 0 249
0 0 299
0 1 249
0 0 249
0 0 399
0 1 299
0 0 349
 1. Regression Results

price brand Crash Temperature

Fitbit Apple Yes Yes
X Coefficient(s) 0.000 0 0 0 0
Std Err of Coef. 0 0 0 0 0
R square 1 0 #N/A #N/A #N/A
F #N/A 5 #N/A #N/A #N/A
Sum Sq. Resid.s 0 0 #N/A #N/A #N/A
significant

2. Part Worths 3. Importance Weights

Battery Life 18 hrs 0.00 Battery Life #DIV/0!

1 day 0.00 Cellular #DIV/0!
3 days 0.00 Always-on Display #DIV/0!
5 days 0.00 Temperature Sensor #DIV/0!
Cellular No 0.00 Car Crash Detection #DIV/0!
Yes 0.00 Brand #DIV/0!
Always-on Display No 0.00 Price #DIV/0!
Yes 0.00
Temperature Sensor No 0.00
F Yes 0.00
I
10 Car Crash Detection No 0.00
T
90 Yes 0.00
o
80 Brand Samsung 0.00
g
n
s
d
a
e
r
t
i
t
t
f
i

f
70 Apple 0.00
60 t Fitbit 0.00
h
50 e Price $249 0.00
40
M $299 0.00
30 o $349 0.00
20 d $399 0.00
e
10 rl
a
0t
i
n
g
s
Display Cellular Battery Life Intercept
Yes Yes 5 days 3 days 1 day
0 0 0 0 0 0
0 0 0 0 0 0
#N/A #N/A #N/A #N/A #N/A #N/A
#N/A #N/A #N/A #N/A #N/A #N/A
#N/A #N/A #N/A #N/A #N/A #N/A

4. Fitted Data

profile ratings fitted rating difference

fitted ratings
FIT
1 0 0 0
2 0 0 0 100
3 0 0 0 90
4 0 0 0 80
5 0 0 0 70
60
6 0 0 0
50
7 0 0 0
40
8 0 0 0 30
9 0 0 0 20
10 0 0 0 10
11 0 0 0 0
12 0 0 0 0 10 20
13 0 0 0
14 0 0 0
15 0 0 0
16 0 0 0
fitted ratings

FIT of the Model

100
90
80
70
60
50
40
30
20
10
0
0 10 20 30 40 50 60 70 80 90 100
ratings
 Battery Life Cellular Service

70.00 70.00
Utility

60.00 60.00

Utility
50.00 50.00
40.00 40.00
30.00 30.00
20.00
20.00
10.00
10.00
0.00
0.00
18 hrs 1 day 3 days 5 days
No Yes

Always-on Display Temperature Sensor

70.00 70.00
60.00
60.00
Utility

50.00 Utility
50.00
40.00
40.00
30.00
30.00
20.00
20.00
10.00
10.00
0.00
No Yes 0.00
No Yes

Car Crash Detection Brand

70.00 70.00
Utility

60.00 60.00
Utility

50.00 50.00
40.00
40.00
30.00
30.00
20.00
20.00
10.00
10.00
0.00
No Yes 0.00
Samsung Apple Fitbit
ellular Service Price

Relative Importance
70.00
60.00

Utility
50.00
40.00
30.00

20.00
10.00

Yes
0.00 Car Cras
$249 $299 $349 $399

erature Sensor Temperat

Always

Yes

Brand

Apple Fitbit
 Importance Weights
Relative Importance

Price

Brand

Car Crash Detection

Temperature Sensor

Always-on Display

Cellular

Battery Life

0 0 .6 0 . 2 0 .8 0 .4 0 . 0 0 .6 0 . 2 0 .8 0 .4 0 .0 0 .6 0 .2 0 .8 0 .4 0 .0 0 . 6 0
0. 0 1 1 2 3 3 4 4 5 6 6 7 7 8 9 9
0 4 0 .0 0 .6 0
8. 9 9
0.00 INSTRUCTIONS
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0.00 (1) copy cells A1:A35 to the clipboard
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0.00 (2) use paste and past them to the conjoint website at URL:
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http://chicagobooth.az1.qualtrics.com/jfe/form/SV_2t3Y9uMpLNGR61D