Understand and measure purchasing decisions
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.
SPSS Conjoint Screenshots
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.