IBM® SPSS® Conjoint helps market researchers increase their understanding of consumer preferences so they can more effectively design, price and market successful products. It enables them to model the consumer decision-making process so they can design products with the features and attributes most important to their target market.
SPSS Conjoint includes procedures that can help researchers:
Design an orthogonal array of product attribute combinations using ORTHOPLAN, a design generator.
Produce and print cards that study respondents can use to sort, rank or rate alternative products.
Analyze research data using conjoint analysis, a specially tailored version of regression.
Design an orthogonal array of product attribute combinations
Reduce the number of questions asked while ensuring enough information to perform a full analysis.
Generate orthogonal main effects fractional factorial designs; ORTHOPLAN is not limited to two-level factors.
Specify a variable list, optional variable labels, a list of values for each variable and optional value labels.
Generate holdout cards to test the fitted conjoint model.
Specify the desired number of cards for the plan.
Produce and print cards
Use the PLANCARDS utility procedure to generate printed cards for use as stimuli by respondents.
Specify the variables to be used as factors and the order in which their labels are to appear in the output.
Choose listing-file formats and card formats.
Display output in pivot tables.
Analyze research data
Perform an ordinary least-squares analysis of preference or rating data with the conjoint procedure.
Work with the plan file generated by PLANCARDS, or a plan file input by the user using a data list.
Work with individual-level rank or rating data.
Provide individual-level and aggregate results.
Select from three conjoint simulation methods: max utility, Bradley-Terry-Luce (BTL) and logit.
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