Analyze responses from a conjoint survey
To setup a conjoint study from scratch we need to determine the attributes and attributes levels that should be included. Once that has been done we would typically need to generate a fractional factorial design of conjoint profiles. This is a subset of all possible profiles that could be generated for the set of attributes and levels that were selected (see Design > DOE > Design of Experiments).
Once data is available from respondents their evaluations are analyzed to determine Part Worths (PW) and Importance Weights (IW).
To estimate a model select respondents ratings (or rankings) as the
Profile evaluations
and select the profile
Attributes
. Press the Estimate
button or
CTRL-enter
(CMD-enter
on mac) to generate
results.
A respondent was presented with 18 product profiles for a carpet
cleaning product described on five attributes in a conjoint study. To
access the carpet
dataset go to Data > Manage,
select Examples
from the Load data of type
dropdown, and press the Load
button. Then select the
carpet
dataset.
Design characteristics:
Based on the attributes, 108 possible profiles could be created (i.e., 3x3x3x2x2 = 108). The respondent was given a set of 18 and was asked to rank the profiles from most preferred (rank 1) to least preferred (rank 18). The first five columns represent the five attributes and the last column is the respondent’s ranking.
The VIF scores displayed below indicate that the attributes are perfectly orthogonal. In the fractional factorial design profiles were deliberately selected such that all attributes are uncorrelated.
Multicollinearity diagnostics:
design brand price seal money_back
VIF 1 1 1 1 1
Rsq 0 0 0 0 0
We can confirm this results in three steps: (1) Create a new dataset
with all 36 profiles in Data > Transform using
Expand grid
, (2) Predict the utility for each of the
profiles by selecting the newly created dataset in the Multivariate
> Conjoint > Predict tab and storing the prediction in a new
variable predict_ca
, (3) Sort the new dataset on
predict_ca
in the Data > View tab. These three
steps are shown in the screen shots below
If profile evaluations are available for multiple respondents and a
respondent id variable is included in the dataset we can estimate
conjoint results at the individual level by selecting the respondent id
from the By
dropdown. We can then save the Partworths
and/or Importance weights for all respondents to a new dataset in
Radiant and use that for segmentation using Multivariate >
K-clustering.
Add code to
Report
> Rmd to (re)create the analysis by clicking the
icon on the bottom
left of your screen or by pressing ALT-enter
on your
keyboard.
If a plot was created it can be customized using ggplot2
commands or with patchwork
. See example below and
Data
> Visualize for details.
For an overview of related R-functions used by Radiant to estimate a conjoint model see Multivariate > Conjoint
The key functions used in the conjoint
tool are
lm
from the stats
package and vif
from the car
package.