SPSS Conjoint Planning
Determine customer preferences when planning with SPSS Conjoint
Expand SPSS Base's capabilities with SPSS Conjoint. Make better decisions about your data and have knowledge you can carry throughout the analytical process when you spend time in the planning stage.
SPSS Conjoint, an SPSS add-on module, gives you several procedures for product and service planning. Also, it easily plugs into SPSS Base ensuring you can work seamlessly in the SPSS
environment.
SPSS Conjoint gives you all the tools you need for developing product and service attribute ratings. You can use SPSS Conjoint's three procedures to:
- Generate designs easily: use Orthoplan, the design generator, to produce an orthogonal array of alternative potential products or services that combine different product/service features at specified levels.
- Print "cards" to elicit respondents' preferences: use Plancards to quickly generate cards that respondents can sort to rank alternative products.
- Get informative results: analyze your data using Conjoint, a procedure that's a specially tailored version of regression. Get results you can act on such as which product/service attributes are important and at
which levels they are most preferred. You can also perform simulation, which tells you the market share of preference for alternative products.
These steps save you time and money by generating a set of conjoint experimental trials that are a fraction of all possible combinations and attribute levels. You'll quickly learn how
your respondents rank their preferences when you create and print cards they can sort. And, with the results from the Conjoint procedure, you'll learn how your respondents rank product attributes.
Figure 1: Save time and money with SPSS Conjoint by using Orthoplan to present a fraction of
all possible alternatives. Here, Orthoplan generates an 18-run orthogonal array instead of all 108 possible combinations in this example.
Figure 2: Easily see in this SPSS Conjoint output which attributes consumers prefer. Here, the
large bars associated with Package and Price indicate that design and price are most important.
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