Conjoint Analysis
Project On Conjoint Analysis
Identifying Key Product Attributes & Product Designing of Mobile Phones
Abstract
This paper intends to explore consumer preferences for Mobile phones attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes.
The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13.
Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps.
Literature Review
N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups. The study support the usefulness of conjoint analysis in leadership research as the results provided a clear picture of the way followers perceived their leaders. The findings of the study was that the participants traded off leader attributes sensibly, providing useful information about the attributes’ value. The value of the leadership attributes examined and the most valued leader attributes found were inspiration, trust and communication.
Marjon van der Pol et al. (1966), the purpose of this research paper is to
Identifying Key Product Attributes & Product Designing of Mobile Phones
Abstract
This paper intends to explore consumer preferences for Mobile phones attributes, to determine the optimal combination for consumers, and to provide manufacturers a reference for their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes.
The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13.
Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps.
Literature Review
N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups. The study support the usefulness of conjoint analysis in leadership research as the results provided a clear picture of the way followers perceived their leaders. The findings of the study was that the participants traded off leader attributes sensibly, providing useful information about the attributes’ value. The value of the leadership attributes examined and the most valued leader attributes found were inspiration, trust and communication.
Marjon van der Pol et al. (1966), the purpose of this research paper is to
References: Harmen Oppewal, Marco Vriens, (2000),"Measuring perceived service quality using integrated conjoint experiments", International Journal of Bank Marketing, Vol. 18 Iss: 4 pp. 154 - 169 Geoffrey N Geoffrey N. Soutar, Shaun Ridley, (2008),"Looking at leaders: a conjoint analysis", Leadership & Organization Development Journal, Vol. 29 Iss: 5 pp. 461 - 472 Appendices