Page 295 - DMGT404 RESEARCH_METHODOLOGY

Unit 13: Multivariate Analysis

SPSS Command for Conjoint Analysis Notes

SPSS commands for conjoint Analysis. A data file is to be created containing all possible attribute
combination.

1. Ask each of the respondent to rank all the combination of attributes contained in the file.
This is nomenclated at DATA FILE 1. All the rankings should be entered in another file
called DATA FILE 2.
2. Now 2 files namely DATA FILE 1 and DATA FILE 2 are created.
3. A third file called SYNTAX file is to be opened. By using the FILE, OPEN command
followed by syntax.
4. Type the following - conjoint plan = DATA FILE 1 SAV/DATA' DATA FILE 2 SAV/
SCORES=SCORE 1 to Score number of ranking/FACTOR VARI (DISCRETE)/PLOT ALL
(Here 25 is the possible combination of attributes). Score is the term used for rankings. The
no of scores will be equal to number of rankings. We should use the word RANK in the
syntax instead of scores if Rankings are contained in the data file.
5. Click RUN from the menu of the syntax file that was created click all in the menu which
appears on the screen. If the syntax is correct, the output for conjoint will appear.

Task Rank order the following combination of these characteristics:
1 = Most preferred, 8 = Least preferred
Combination Rank
3 Kg, 2 hours, Lenovo 4
5 Kg, 4 hours, Dell 5
5 Kg, 2 hours, Lenovo 8
3 Kg, 4 hours, Lenovo 3
3 Kg, 2 hours, Dell 2
5 Kg, 4 hours, Lenovo 7
5 Kg, 2 hours, Dell 6
3 Kg, 4 hours, Dell 1

One combination 3 kg, 4 hours, Dell clearly dominates and 5 kg, 2 hours, Lenovo is least
preferred.
Let us now take the average rank for 3 kg option = 4 + 3 + 2 + 1/4 = 2.5
For 5 kg option average rank is 5 + 8 + 7 + 6/4 = 6.5

For 4 hour option 5 + 3 + 7 + 1/4 = 4
For 2 hour option 4 + 8 + 2 + 6/4 = 5
For Dell 5 + 6 + 1 + 2/4 = 3.5

For Lenovo 5.5
Looking at the difference in average ranks, the most important characteristic to this
respondent is weight = 4, followed by brand name = 2 and battery life = 1.

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