The objective of conjoint analysis is to produce a set of utilities for each respondent that identifies the respondent's preference for each level of a set of product attributes.
The first step in the analysis is to develop a design that is either a full or fractional factorial design. The use of full or fractional factorial designs permits the estimation of a parameter for each level of each attribute included in the analysis. For example, 4 levels of Price, 4 levels of functionality, 2 levels of accessories and 2 levels of input device may be evaluated. This design, when analyzed, would produce estimates of the utilities for each of the 12 attribute levels. The utilities are additive and interactions are not considered by the CONJOINT program.
In application, the utilities are developed using OLS regression analysis of a dummy matrix of independent variables. Each independent variable indicates the presence or absence of a particular attribute level within a given full profile description of an object. The dependent variable is the respondent's evaluation (often a rank value) of each object described.
The CONJOINT program produces as output, a file containing the individual attribute level utilities for each respondent, printed output showing the average utilities for each attribute level for all respondents, and the relative importance of each attribute. In addition, the simulator produces choice share estimates using first choice model and the average choice (Bradley-Terry-Luce) model.
The First choice model takes the additive utilities developed for a given respondent and adds the utilities associated with the attribute levels defined as making up the new product. After the total utility for the simulated products are obtained, the product with the highest utility is selected and receives a value of 1. Ties receive a .5 value. After the process is repeated for each respondent's utility set. The cumulative "votes" for each product are determined based on the proportion of votes for each product in the universe.
The Bradley-Luce-Terry model estimates choice probability in a different fashion. The choice probability for a given object (i) is based on the utility for object (i) divided by the sum of all objects in the simulated environment (market).
The CONJOINT program contains three distinct operational components (a pre-processor, an analyzer, and a simulator), which may be used together to form a complete analysis package. Alternately, the simulator may be used independently after the files containing subject utilities, design specifications, and new objects (products) to be simulated have been created.
The Respondent Data File
The respondent data file includes:
+----------------------------------------
¦(5X,16F2.0)
¦M01 11 71513 514 1 9 8 3 41210 216 6
¦M02 16 1 8 7 3 5 9 4 21112131410 615
¦M03 5 31213 8 6 4 211 9 716 1101415
¦ ....
¦ ....
¦ ....
¦C05 12 916 8 711 615 5 4 3 210 11314
¦C06 6 4 7 9 210 31516 11311 81412 5
¦C07 6111615 913 11210 4 2 7 8 514 3
Design File:
The CONJOINT design file contains four primary components. The design file may be produced using Bretton Clark's Conjoint Designer program and simply read in. If the design file is developed by the user, it must follow the FREE format approach used by Conjoint Designer and shown in the example design file. Again, the format is rigidly specified and must be entered as in the example. The four components of the design file are:
(1) Parameter Line (3 parameters separated by commas and spaces)
(2) Design specification matrix
This matrix shows the levels of each factor for the specific profile analyzed by the respondent. Each level is separated by a blank and a comma. There must be the appropriate number of profile rows and factor columns, as specified in the parameter line.
(3) Factor Labels and Factor Levels
The factors evaluated in the design must be specified, along with the number of levels for the factor. The format must include double quotes (") around the label, followed by a comma, a space, and finally the number of levels in the factor. The Factor label may be up to 15 characters long. Conjoint Designer files contain longer labels, which are truncated within the program. One line specifying the factor and the number of labels is required for each factor.
Example: "INSTRUMENT PRIC", 4
(4) Factor Level Labels
Each factor contains K levels. Each level of the factor must have a label. The labels are constrained to be seven characters in length. In the sample data set, the seven factors specified have 4,4,2,2,4,2,4 levels respectively. In this case, 22 labels will be read in. There must be a label present for each level.
Example: "300 "
SAMPLE DESIGN FILE
16, 7, 0 2 , 2 , 1 , 1 , 2 , 0 , 2 0 , 0 , 0 , 0 , 0 , 0 , 2 1 , 0 , 0 , 1 , 2 , 1 , 1 0 , 3 , 1 , 0 , 2 , 1 , 3 1 , 3 , 1 , 1 , 0 , 0 , 0 1 , 2 , 0 , 0 , 3 , 0 , 3 3 , 2 , 1 , 0 , 0 , 1 , 1 0 , 2 , 0 , 1 , 1 , 1 , 0 1 , 1 , 1 , 0 , 1 , 1 , 2 2 , 1 , 0 , 1 , 0 , 1 , 3 3 , 0 , 1 , 1 , 1 , 0 , 3 2 , 0 , 1 , 0 , 3 , 1 , 0 3 , 1 , 0 , 0 , 2 , 0 , 0 2 , 3 , 0 , 0 , 1 , 0 , 1 0 , 1 , 1 , 1 , 3 , 0 , 1 3 , 3 , 0 , 1 , 3 , 1 , 2 "INSTRUMENT PRIC", 4 "TEST PRICE ", 4 "SPECIMEN ", 2 "SAMPLE ", 2 "TEST MENU ", 4 "REAGENT ", 2 "TIME ", 4 "3000 " "6000 " "15000 " "30000 " "10.00 " "20.00 " "30.00 " "40.00 " "URINE " "WHOLE B" "1 ML " "10 ML " "1 TEST " "2 TEST " "8 TEST " "4 TEST " "DRY " "LIQUID " "10 MIN " "20 MIN " "30 MIN " "40 MIN "
Simulation Specification File:
At the completion of the analysis section of the program, the object simulator may be run for a set of new object designs. Within the program, a message will appear explaining the input: (1) Input the number of objects to be simulated, and (2) Input the levels of each object to be simulated.
+----------------------------------------------------+
¦ The SIMULATOR requires that a series of new ¦
¦ objects be described. This three step process ¦
¦ required you to first, specify the number of new ¦
¦ objects to be simulated. Next, the number of ¦
¦ levels contained in each factor was specified. ¦
¦ Now, each object is described in terms of the ¦
¦ attributes it possesses. ¦
¦ For example if the object has seven factors, the ¦
¦ factor levels could be: 4 4 2 2 4 2 4 ¦
¦ and are entered as one line of data with spaces. ¦
+----------------------------------------------------+
The following message next appears, requesting the name of the object simulation specification file,
or an indication that the specifications are to be entered from the keyboard.
+----------------------------------------------------+
¦ Are object factor level descriptions to be read ¦
¦ from a disk file or are they entered from the ¦
¦ keyboard? ¦
¦ ¦
¦ Type the FILENAME to READ or Press ENTER to input ¦
+----------------------------------------------------+
The sample object specification file called CONJ1.DAT is shown below.
In this example, the first line of the file contains the number of objects to be simulated and
then we specify the six objects to be simulated (the 7 levels of each object by level number).
All input is FREE format with a space between each level.
6
2 2 2 2 1 2 4
2 2 2 2 2 2 4
4 1 2 2 3 1 1
4 2 1 1 3 2 1
4 1 1 2 4 1 1
4 1 2 2 3 1 1
PROGRAM FLOW AND OPTIONS
After beginning the program, the first option that must be specified by the user is the type of
analysis desired. The program options are the full model, or the simulator only.
The simulator would be selected if the full model has previously been run and the appropriate
respondent utility file has been developed.
+----------------------------------------------------+
¦ Select the appropriate option: ¦
¦ +------------------------------------------------+ ¦
¦ ¦ PRESS ENTER FOR THE FULL MODEL: ¦ ¦
¦ ¦ PRE-PROCESSOR, ANALYZER AND SIMULATOR ¦ ¦
¦ +------------------------------------------------+ ¦
¦ OR ¦
¦ +------------------------------------------------+ ¦
¦ ¦ 1 FOR SIMULATOR ONLY ¦ ¦
¦ +------------------------------------------------+ ¦
+----------------------------------------------------+
If the simulator only option is selected, the program proceeds directly to the simulator.
For our demonstration purposes, however, assume that the full model option has been selected.
The user is asked for the name of the respondent data file and a file to which the respondent
utilities are to be written. The design file specifications are next read.
The following instruction appears:
+----------------------------------------------------+
¦ DESCRIPTIONS OF EACH CARD ARE REQUIRED. ¦
¦ ¦
¦ READ: You may READ card descriptions (Factor Levels¦
¦ and Labels) from a DISK FILE. (XXXXXXX.DES) ¦
¦ OR ¦
¦ ¦
¦ CREATE: Specify factor levels and labels. ¦
¦ +-----------------+ +-----------------+ ¦
¦ ¦ To READ, Type ¦ ¦ Press ENTER ¦ ¦
¦ ¦ the FILENAME ¦ OR ¦ to CREATE a ¦ ¦
¦ ¦ (CONJ.DES) ¦ ¦ DESCRIPTION FILE¦ ¦
¦ +-----------------+ +-----------------+ ¦
+----------------------------------------------------+
The respondent now either enters the name of the design file, or interactively enters the data
to construct a design file. It is suggested that the design file be constructed ahead of time
and read in. If the design file is constructed interactively, the following options appear:
+----------------------------------------------------+
¦ Enter the NUMBER of DESIGNS (full profile cards) ¦
¦ to be evaluated by each respondent: (MAX=64) ¦
+----------------------------------------------------+
+----------------------------------------------------+
¦ Enter the number of FACTORS used in the design. ¦
¦ (Max. number of factors = 40 and total levels = 80)¦---+
+----------------------------------------------------+ ¦
¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦ LOOP
¦ What is the NAME of FACTOR: 1 (15 Char. Max) ¦ ¦FOR
¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦ ¦EACH
+----------------------------------------------------+ ¦FACTOR
¦ How many levels are there in PRICE (9 Max)¦--+¦
+----------------------------------------------------+ ¦LOOP
_______________________________________________________ ¦¦FOR
¦ Enter a LABEL for PRICE LEVEL 1 (7 Char)¦-+¦EACH
¦_____________________________________________________¦--+LEVEL
At the conclusion of the model building, the design is saved.
+----------------------------------------------------+
¦ DO YOU WANT TO SAVE THE DESIGN FILE? ¦
¦ +-----------------+ +-----------------+ ¦
¦ ¦ To SAVE, Type ¦ ¦ Press ENTER ¦ ¦
¦ ¦ the FILENAME ¦ OR ¦ to PROCEED with ¦ ¦
¦ ¦ (XXXXXXX.DES) ¦ ¦ the analysis ¦ ¦
¦ +-----------------+ +-----------------+ ¦
+----------------------------------------------------+
Following the design file specification, the form of the respondent data file
is specified as either ROWWISE OR COLUMNWISE. The sample data file
CONJ1.DAT contains rowwise data.
+----------------------------------------------------+
¦ The DEPENDENT variable data may appear as a long ¦
¦ string of data or have one observation per line: ¦
¦ Specify the type of data you have: ¦
¦ ¦
¦ ROWWISE or COLUMNWISE ¦
¦ ___________________________________ ________ ¦
¦ ¦(16F2.0) ¦(F2.0) ¦
¦ ¦14 21516 111 7 8 6 5 41013 312 9 ¦14 ¦
¦ ¦ 6161213 910 21411 7 4 8 3 515 1 ¦ 2 ¦
¦ ¦ ¦14 ¦
¦ ¦16 ¦
¦ ENTER: ¦etc. ¦
¦ 1 = ROWWISE 2 = COLUMNWISE ¦
+----------------------------------------------------+
The analysis section of the program is completed and respondent utilities are written
to a separate data file. The simulator portion of the model now begins with the option
of simulator analysis:
+----------------------------------------------------+
¦ ENTER THE NUMBER OF NEW OBJECTS TO BE SIMULATED ¦
¦ +------------------------------------------------+ ¦
¦ ¦ PRESS ENTER IF NO SIMULATION IS DESIRED ¦ ¦
¦ +------------------------------------------------+ ¦
¦ OR ¦
¦ +------------------------------------------------+ ¦
¦ ¦ ENTER THE NUMBER OF NEW OBJECTS TO SIMULATE ¦ ¦
¦ +------------------------------------------------+ ¦
+----------------------------------------------------+
The simulator begins.
+----------------------------------------------------+
¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦PC - MDS¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦
¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦Product Simulator¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦
+----------------------------------------------------+
The name of the utilities file is requested (only if the analysis is not completed),
along with the name of the product simulator specification file.
+----------------------------------------------------+
¦ ENTER THE NAME OF THE UTILITIES INPUT DISK FILE ¦
¦ ¦
¦ SPECIFY THE DRIVE AND FILE NAME ¦
¦ END THE FILENAME WITH "UTL" (e.g. B:RUN1.UTL) ¦
+----------------------------------------------------+
+----------------------------------------------------+
¦ The SIMULATOR requires that a series of new ¦
¦ objects be described. This three step process ¦
¦ required you to first, specify the number of new ¦
¦ products to be simulated. Next, the number of ¦
¦ levels contained in each factor was specified. ¦
¦ Now, each object is described in terms of the ¦
¦ attributes it possesses. ¦
¦ For example if a product design has seven factors,¦
¦ the factor levels could be: 4 4 2 2 4 2 4 ¦
¦ and are entered as one line of data with spaces. ¦
+----------------------------------------------------+
+----------------------------------------------------+
¦ Are product factor level descriptions to be read ¦
¦ from a disk file or are they entered from the ¦
¦ keyboard? ¦
¦ ¦
¦ Type the FILENAME to READ or Press ENTER to input ¦
+----------------------------------------------------+
The simulation is completed based on the product simulator specifications.
CONJOINT ANALYSIS
PRE-PROCESSOR-LINEAR MODEL-SIMULATOR
PC-MDS VERSION
ANALYSIS TITLE: Conjoint Test Data
DATA IS READ FROM FILE: conj1.dat
OUTPUT FILE IS: conj.prn
ANALYSIS START:
X MATRIX GENERATED WITH 16 PROFILES AND 15 DUMMY VARIABLES.
------------------------------------------------------------------------------
ROW COLUMN DUMMY VARIABLES
------------------------------------------------------------------------------
1 15 0 1 0 0 1 0 1 1 0 1 0 0 0 1 0
2 15 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0
3 15 1 0 0 0 0 0 0 1 0 1 0 1 1 0 0
4 15 0 0 0 0 0 1 1 0 0 1 0 1 0 0 1
5 15 1 0 0 0 0 1 1 1 0 0 0 0 0 0 0
6 15 1 0 0 0 1 0 0 0 0 0 1 0 0 0 1
7 15 0 0 1 0 1 0 1 0 0 0 0 1 1 0 0
8 15 0 0 0 0 1 0 0 1 1 0 0 1 0 0 0
9 15 1 0 0 1 0 0 1 0 1 0 0 1 0 1 0
10 15 0 1 0 1 0 0 0 1 0 0 0 1 0 0 1
11 15 0 0 1 0 0 0 1 1 1 0 0 0 0 0 1
12 15 0 1 0 0 0 0 1 0 0 0 1 1 0 0 0
13 15 0 0 1 1 0 0 0 0 0 1 0 0 0 0 0
14 15 0 1 0 0 0 1 0 0 1 0 0 0 1 0 0
15 15 0 0 0 1 0 0 1 1 0 0 1 0 1 0 0
16 15 0 0 1 0 0 1 0 1 0 0 1 1 0 1 0
------------------------------------------------------------------------------
RESPONDENT UTILITY VALUES
DATA INPUT FORMAT READ FROM DATA FILE AS:
(5X,16F2.0)
RESP 1
1 6.00 5.25 1.75 .00 3.00 2.75 2.25 .00 .00 .50 .00 .25
.00 1.75 8.25 8.00 .25 .00 1.00 .50 .00 .50
RSQ= 1.00000
RESP 2
2 .00 .00 8.00 8.00 .25 .00 .25 .50 .00 .00 .00 1.75
.00 1.00 5.25 3.75 .25 .50 .25 .00 .25 .50
RSQ= 1.00000
.
.
. continues for respondents 3-45
.
.
RESP 46
46 2.75 1.50 .75 .00 1.25 1.75 1.00 .00 1.00 2.00 1.75 .00
.00 12.00 5.00 7.00 .25 .00 1.25 1.25 .00 .50
RSQ= 1.00000
RESP 47
47 9.50 8.50 2.00 .00 1.00 1.00 .00 .00 1.00 .00 .50 .00
.00 1.00 5.00 3.00 .00 .00 1.50 1.50 .00 1.00
RSQ= 1.00000
TABLE OF AVERAGE UTILITIES
------------------------------------------------------------------------------
1 2 3 4 5 LEVEL 6 7 8
==============================================================================
INSTRUMENT PRIC |3000 |6000 |15000 |30000 |
IMPORT.%:32.22| 4.60| 4.06| 2.05| .53|
TEST PRICE |10.00 |20.00 |30.00 |40.00 |
IMPORT.%: 7.79| 1.63| 1.50| 1.31| .65|
SPECIMEN |URINE |WHOLE B|
IMPORT.%: 1.83| .74| .51|
SAMPLE |1 ML |10 ML |
IMPORT.%: 5.20| 1.19| .54|
TEST MENU |1 TEST |2 TEST |8 TEST |4 TEST |
IMPORT.%:46.58| .24| 2.55| 6.13| 5.30|
REAGENT |DRY |LIQUID |
IMPORT.%: .36| .49| .45|
TIME |10 MIN |20 MIN |30 MIN |40 MIN |
IMPORT.%: 6.02| 1.42| 1.45| 1.08| .69|
===============================================================================
FACTOR 1 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 141 2.215 2.720 .229* *
INSTRUMENT PRIC * -4.68 186 .000* -3.97 62 .000
3000 : 47 4.596 3.802 .555* *
*******************************************************************************
ALL OTHER 141 2.392 3.124 .263* *
INSTRUMENT PRIC * -3.19 186 .002* -3.21 79 .002
6000 : 47 4.064 3.078 .449* *
*******************************************************************************
ALL OTHER 141 3.062 3.458 .291* *
INSTRUMENT PRIC * 1.89 186 .060* 2.43 135 .017
15000 : 47 2.053 2.036 .297* *
*******************************************************************************
ALL OTHER 141 3.571 3.230 .272* *
INSTRUMENT PRIC * 6.21 186 .000* 8.56 161 .000
30000 : 47 .527 1.570 .229* *
===============================================================================
FACTOR 2 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 141 1.152 1.446 .122* *
TEST PRICE * -1.93 186 .056* -1.84 73 .070
10.00 : 47 1.633 1.584 .231* *
*******************************************************************************
ALL OTHER 141 1.197 1.506 .127* *
TEST PRICE * -1.21 186 .229* -1.24 82 .220
20.00 : 47 1.500 1.441 .210* *
*******************************************************************************
ALL OTHER 141 1.261 1.528 .129* *
TEST PRICE * -.19 186 .850* -.20 85 .843
30.00 : 47 1.309 1.393 .203* *
*******************************************************************************
ALL OTHER 141 1.480 1.471 .124* *
TEST PRICE * 3.40 186 .001* 3.50 82 .001
40.00 : 47 .649 1.393 .203* *
===============================================================================
FACTOR 3 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 47 .511 .943 .137* *
SPECIMEN * -.94 92 .348* -.94 80 .348
URINE : 47 .742 1.394 .203* *
*******************************************************************************
ALL OTHER 47 .742 1.394 .203* *
SPECIMEN * .94 92 .348* .94 80 .348
WHOLE B: 47 .511 .943 .137* *
===============================================================================
FACTOR 4 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 47 .537 .888 .129* *
SAMPLE * -1.87 92 .065* -1.87 60 .066
1 ML : 47 1.194 2.239 .327* *
*******************************************************************************
ALL OTHER 47 1.194 2.239 .327* *
SAMPLE * 1.87 92 .065* 1.87 60 .066
10 ML : 47 .537 .888 .129* *
===============================================================================
FACTOR 5 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 141 4.658 3.456 .291* *
TEST MENU * 8.67 186 .000* 14.17 172 .000
1 TEST : 47 .245 .760 .111* *
*******************************************************************************
ALL OTHER 141 3.890 3.747 .316* *
TEST MENU * 2.26 186 .025* 2.61 105 .010
2 TEST : 47 2.548 2.781 .406* *
*******************************************************************************
ALL OTHER 141 2.697 3.129 .264* *
TEST MENU * -6.26 186 .000* -5.83 70 .000
8 TEST : 47 6.128 3.610 .527* *
*******************************************************************************
ALL OTHER 141 2.973 3.594 .303* *
TEST MENU * -4.02 186 .000* -4.47 96 .000
4 TEST : 47 5.298 2.900 .423* *
===============================================================================
FACTOR 6 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 47 .450 .808 .118* *
REAGENT * -.25 92 .806* -.25 89 .806
DRY : 47 .495 .965 .141* *
*******************************************************************************
ALL OTHER 47 .495 .965 .141* *
REAGENT * .25 92 .806* .25 89 .806
LIQUID : 47 .450 .808 .118* *
===============================================================================
FACTOR 7 # STD. STD.* POOLED VARIANCE * SEPARATE VARIANCE
LEVEL CASES MEAN DEV. ERR.* T-VALUE D.F. PROB* T-VALUE D.F. PROB
*******************************************************************************
ALL OTHER 141 1.074 1.356 .114* *
TIME * -1.50 186 .135* -1.47 76 .145
10 MIN : 47 1.420 1.409 .205* *
*******************************************************************************
ALL OTHER 141 1.064 1.277 .108* *
TIME * -1.69 186 .093* -1.50 66 .138
20 MIN : 47 1.452 1.611 .235* *
*******************************************************************************
ALL OTHER 141 1.188 1.403 .118* *
TIME * .47 186 .641* .49 85 .628
30 MIN : 47 1.080 1.291 .188* *
*******************************************************************************
ALL OTHER 141 1.317 1.442 .121* *
TIME * 2.75 186 .006* 3.26 111 .001
40 MIN : 47 .691 1.019 .149* *
MATRIX IDENTIFYING SIMULATED OBJECTS AND FACTOR LEVELS OF ATTRIBUTES:
PLAN FACTOR LEVELS
1 2.0 2.0 2.0 2.0 1.0 2.0 4.0
2 2.0 2.0 2.0 2.0 2.0 2.0 4.0
3 4.0 1.0 2.0 2.0 3.0 1.0 1.0
4 4.0 2.0 1.0 1.0 3.0 2.0 1.0
5 4.0 1.0 1.0 2.0 4.0 1.0 1.0
6 4.0 1.0 2.0 2.0 3.0 1.0 1.0
INPUT FORMAT FOR READING INDIVIDUAL UTILITIES:
(I5,12F6.2/30(5X,12F6.2/))
TOTAL SUBJECT UTILITIES BY NEW OBJECTS:
1 2 3 4 5 6
--------------------------------------------
1 9.25 11.00 13.25 12.00 12.50 13.25
2 2.75 3.75 15.75 14.00 14.25 15.75
3 16.50 18.00 11.00 10.25 13.50 11.00
4 2.25 4.25 8.50 17.50 7.25 8.50
5 11.50 13.50 7.25 7.25 9.00 7.25
.
.
. continues for respondents 6-39
.
.
40 4.00 6.00 15.00 13.50 11.50 15.00
41 4.50 8.50 18.00 18.25 17.50 18.00
42 9.00 12.00 18.50 17.25 12.50 18.50
43 4.00 8.00 16.00 16.50 17.50 16.00
44 2.50 10.50 13.00 13.50 5.50 13.00
45 10.50 10.00 15.00 15.00 16.50 15.00
46 5.75 17.75 9.75 10.75 10.75 9.75
47 10.50 11.50 7.50 9.00 6.50 7.50
AVERAGE PROBABILITY MODEL
ALL RESPONDENTS - AVG. PROB. FOR EACH OBJECT BRADLEY-TERRY-LUCE MODEL
n 1 2 3 4 5 6
--------------------------------------
47 .14 .17 .17 .19 .16 .17
ALL RESPONDENTS - AVG. WEIGHTED PROB. LOGIT MODEL
n 1 2 3 4 5 6
--------------------------------------
47 .11 .27 .13 .25 .13 .13
FIRST CHOICE MODEL
ROW TOTALS, AVERAGE RANKS, FREQUENCY OF RANKINGS AND PERCENTAGES BY OBJECT
RANK OF CHOICE
ROWTOT AVGRANK 1 2 3 4 5 6
------------------------------------------------------
PROD 1 4.5 10.5 2.0 1.0 4.5 24.5
47.00 4.36 9.57 22.34 4.26 2.13 9.57 52.13
PROD 2 13.5 5.5 .0 2.0 22.5 3.5
47.00 3.53 28.72 11.70 .00 4.26 47.87 7.45
PROD 3 3.5 11.5 13.0 10.5 6.5 2.0
47.00 3.23 7.45 24.47 27.66 22.34 13.83 4.26
PROD 4 14.0 3.5 11.0 9.5 6.0 3.0
47.00 2.98 29.79 7.45 23.40 20.21 12.77 6.38
PROD 5 7.0 5.5 7.0 15.5 1.0 11.0
47.00 3.66 14.89 11.70 14.89 32.98 2.13 23.40
PROD 6 3.5 11.5 13.0 10.5 6.5 2.0
47.00 3.23 7.45 24.47 27.66 22.34 13.83 4.26
************** SUCCESSFUL COMPLETION OF SIMULATOR **************
ANALYSIS END