*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.

### SPSS Conjoint resources

- Trial software: IBM SPSS Statistics Developer
Integrate the power R and Python with the core functionality of SPSS Statistics.

- Data sheet: IBM SPSS Conjoint 436KB
Learn how IBM SPSS Conjoint can increase your understanding of consumer preferences.

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