Designing a conjoint experiment
A product or service area is described as a set of attributes. For example, a laptop may have characteristics such as screen size, screen size, brand, and price. Therefore, each attribute can be divided into several levels—for example, the screen size can be 13, 14, or 15 inches. Respondents are presented with a set of products, prototypes, mockups, or images created from a combination of all or some layers of configuration attributes to select, rank, or display products for evaluation. You will be asked to rank. Each example is similar enough for consumers to consider it a good alternative but different enough for respondents to clearly identify their preferences. Each example consists of a unique combination of product features. The data can consist of individual ratings, rankings, or a selection from alternative combinations.
Conjoint design involves four different steps:
- Identifying the sort of research.
- Determining the pertinent...
