I need to conduct a study to understand what product combination will be
the
most interesting for customers.
There are two attributes. Each attribute has two levels.
Thus there are 4 product description.
But each of these product combination has its own price.
For instance,
product combination 1� - price 1
product combination 2� - price 2, etc.
I want to use conjoint analysis to find put the most attractive products
and
to measure relative importance of each product's attribute.
I suppose to do it in the following way.
There are 4 prices and 4 product descriptions. Thus there are 16 cards
to be
ranged by respondents:
������� product combination 1� - price 1
������� product combination 2� - price 1
������� product combination 3� - price 1
������� product combination 4� - price 1
������� product combination 1� - price 2
������� product combination 2� - price 2
������� product combination 3� - price 2
������� product combination 4� - price 2
������� product combination 1� - price 3
������� product combination 2� - price 3
������� product combination 3� - price 3
������� product combination 4� - price 3
������� product combination 1� - price 4
������� product combination 2� - price 4
������� product combination 3� - price 4
������� product combination 4� - price 4.
But only 4 out of these 16 cards are true. Last 12 is not real.
Is it the correct way to use conjoint analysis?
Many thanks,
Irina.
�
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