Scribd
Upload
43 views14 pages

Workshop 10 Data

The document contains product profile data including brand, price, and container variables. It then performs conjoint analysis to estimate consumer preferences for each attribute level based on participants' rankings. Simulations are run to estimate utilities, choice probabilities, and market shares for different product configurations based on the part-worth estimates.

Uploaded by

didi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
43 views14 pages

Workshop 10 Data

The document contains product profile data including brand, price, and container variables. It then performs conjoint analysis to estimate consumer preferences for each attribute level based on participants' rankings. Simulations are run to estimate utilities, choice probabilities, and market shares for different product configurations based on the part-worth estimates.

Uploaded by

didi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
You are on page 1/ 14

Product Profile Profile Description

1 Wild Garden $2.50


2 Black Swan $2.50
3 Copper pot $2.50
4 Black Swan $3.50
5 Copper pot $3.00
6 Black Swan $3.00
7 Wild Garden $3.00
8 Copper pot $3.50
9 Wild Garden $3.50

Dummy Coding (Independent Variables)


Brand Price
Product profile Black Swan Copperpot $2.50 $3.00
1 0 0 1 0
2 1 0 1 0
3 0 1 1 0
4 1 0 0 0
5 0 1 0 1
6 1 0 0 1
7 0 0 0 1
8 0 1 0 0
9 0 0 0 0

Reference Profile Wild garden 3.5 Plastic Tub


Pathworth 0 0 0
Dummy Coding
Brand Price Container
Black Swan Copperpot $2.50 $3.00 Tetra pak Glass jar
1 0 0 1 0 0
0 1 0 1 0 0

Dummy Codes
Brand Price Container
Black Swan Copperpot $2.50 $3.00 Tetra pak Glass jar
0 0 1 0 0 0
0 0 1 0 1 0
0 0 1 0 0 1
0 0 0 1 0 0
0 0 0 1 1 0
0 0 0 1 0 1
0 0 0 0 0 0
0 0 0 0 1 0
0 0 0 0 0 1
cription Attribute Levels
Tetra pak Brand Black swan/Copperpot/Wild Garden
Plastic tub Price $2.50/$3.00/$3.50
Glass jar Container Tetra pak/Plastic tub/Glass jar
Glass jar
Plastic tub Reference Attributes Level Partworth
Tetra pak Brand
Glass jar Price
Tetra pak Container
Plastic tub

pendent Variables) Participants' Rankings (Dependent Variable)


Container Participant #
Tetra pak Glass jar Product profile 1 2 3 4 5 6
1 0 1 6 7 7 5 5 5
0 0 2 9 9 9 9 9 9
0 1 3 5 4 5 3 4 3
0 1 4 2 2 1 2 2 2
0 0 5 8 8 8 8 8 8
1 0 6 4 5 6 6 6 6
0 1 7 7 6 4 7 7 7
1 0 8 1 3 2 1 1 1
0 0 9 3 1 3 4 3 4

Partworths (Regression coefficients)


1 2 3 4 5 6
Black Swan -0.33 0.67 0.67 0.33 0.67 0.33
Copperpot -0.67 0.33 0.33 -1.33 -0.67 -1.33
$2.50 4.67 4.67 5 3.33 4 3.33
$3.00 4.33 4.33 4 4.67 5 4.67
Tetra pak -3 -1 -1.67 -3 -2.67 -3
Glass jar -2 -2 -3.33 -3 -2.33 -3

Range of partworths Brand 0.333


Price 0.333
Container 1.000
Total 1.667
Attribute importance Brand (1) 0.200
Price (2)
Container (3)
MAX Importance
Segment IDs

Simulations: Utilities
Product profile 1 2 3 4 5 6
Black Swan $3.00 Plastic tub 4.000 5.000 4.667 5.000 5.667 5.000
Copperpot $3.00 Plastic tub 3.667 4.667 4.333 3.333 4.333 3.333

Simulations: Utilities
Product profile 1 2 3 4 5 6
Wild Garden $2.50 Plastic tub 4.667 4.667 5.000 3.333 4.000 3.333
Wild Garden $2.50 Tetra pak 1.667 3.667 3.333 0.333 1.333 0.333
Wild Garden $2.50 Glass jar 2.667 2.667 1.667 0.333 1.667 0.333
Wild Garden $3.00 Plastic tub 4.333 4.333 4.000 4.667 5.000 4.667
Wild Garden $3.00 Tetra pak 1.333 3.333 2.333 1.667 2.333 1.667
Wild Garden $3.00 Glass jar 2.333 2.333 0.667 1.667 2.667 1.667
Wild Garden $3.50 Plastic tub 0.000 0.000 0.000 0.000 0.000 0.000
Wild Garden $3.50 Tetra pak -3.000 -1.000 -1.667 -3.000 -2.667 -3.000
Wild Garden $3.50 Glass jar -2.000 -2.000 -3.333 -3.000 -2.333 -3.000

Purchase Probabilites
Product profile 1 2 3 4 5 6
Wild Garden $2.50 Plastic tub 53% 29% 45% 14% 13% 14%
Wild Garden $2.50 Tetra pak 5% 13% 13% 1% 1% 1%
Wild Garden $2.50 Glass jar 13% 5% 3% 1% 1% 1%
Wild Garden $3.00 Plastic tub 45% 23% 23% 38% 29% 38%
Wild Garden $3.00 Tetra pak 4% 10% 5% 3% 3% 3%
Wild Garden $3.00 Glass jar 10% 4% 1% 3% 4% 3%
Wild Garden $3.50 Plastic tub 1% 0% 1% 1% 0% 1%
Wild Garden $3.50 Tetra pak 0% 0% 0% 0% 0% 0%
Wild Garden $3.50 Glass jar 0% 0% 0% 0% 0% 0%

Product profile Market Share


Wild Garden $2.50 Plastic tub 28.49%
Wild Garden $2.50 Tetra pak 5.89%
Wild Garden $2.50 Glass jar 3.30%
Wild Garden $3.00 Plastic tub 36.41%
Wild Garden $3.00 Tetra pak 6.40%
Wild Garden $3.00 Glass jar 4.63%
Wild Garden $3.50 Plastic tub 0.69%
Wild Garden $3.50 Tetra pak 0.08%
Wild Garden $3.50 Glass jar 0.05%
ngs (Dependent Variable) Set Regression Output Range to W14
rticipant # SUMMARY OUTPUT
7 8 9 10
6 7 6 7 Regression Statistics
7 8 8 9 Multiple R 0.9831920803
4 6 3 3 R Square 0.9666666667
1 1 1 1 Adjusted R 0.8666666667
9 9 9 8 Standard Er 1
5 5 5 6 Observatio 9
8 4 7 5
2 3 2 2 ANOVA
3 2 4 4 df SS MS F
Regression 6 58 9.666667 9.666667
Residual 2 2 1
Total 8 60

egression coefficients) Coefficients Standard Error t Stat P-value


7 8 9 10 Intercept 4.6666666667 0.88191710369 5.291503 0.033908
-1.33 0.33 -1 0.00 Black Swan -1.35974E-16 0.81649658093 -1.67E-16 1
-0.67 1.67 -1 -1 Copperpot -1 0.81649658093 -1.224745 0.345346
3.67 5 3.33 4 2.5 4 0.81649658093 4.898979 0.039231
5.33 4 4.67 4 3 4 0.81649658093 4.898979 0.039231
-2 -1.33 -2.67 -2 Tetra pak -2 0.81649658093 -2.44949 0.133975
-2 -2.67 -3.33 -4 Glass jar -4 0.81649658093 -4.898979 0.039231
7 8 9 10
4.000 4.333 3.667 4.000
4.667 5.667 3.667 3.000

7 8 9 10
3.667 5.000 3.333 4.000
1.667 3.667 0.667 2.000
1.667 2.333 0.000 0.000
5.333 4.000 4.667 4.000
3.333 2.667 2.000 2.000
3.333 1.333 1.333 0.000
0.000 0.000 0.000 0.000
-2.000 -1.333 -2.667 -2.000
-2.000 -2.667 -3.333 -4.000

7 8 9 10
20% 29% 26% 42%
3% 10% 2% 9%
3% 3% 1% 1%
56% 13% 58% 42%
15% 4% 9% 9%
15% 1% 5% 1%
1% 0% 1% 1%
0% 0% 0% 0%
0% 0% 0% 0%
SUMMARY OUTPUT

Regression Statistics
Multiple R 0.983192
R Square 0.966667
Adjusted R 0.866667
Standard Er 1
Observatio 9

ANOVA
df SS MS
Regression 6 58 9.666667
Significance F Residual 2 2 1
0.096704 Total 8 60

Coefficients
Standard Error t Stat
Intercept 4.666667 0.881917 5.291503
Lower 95%Upper 95% Lower 95.0% Upper 95.0% Black Swan -1.36E-16 0.816497 -1.67E-16
0.872084 8.46125 0.8720836331 8.4612497003 Copperpot -1 0.816497 -1.224745
-3.513101 3.513101 -3.5131012428 3.5131012428 2.5 4 0.816497 4.898979
-4.513101 2.513101 -4.5131012428 2.5131012428 3 4 0.816497 4.898979
0.486899 7.513101 0.4868987572 7.5131012428 Tetra pak -2 0.816497 -2.44949
0.486899 7.513101 0.4868987572 7.5131012428 Glass jar -4 0.816497 -4.898979
-5.513101 1.513101 -5.5131012428 1.5131012428
-7.513101 -0.486899 -7.5131012428 -0.486898757
F Significance F
9.666667 0.096704

P-value Lower 95%Upper 95%Lower 95.0%Upper 95.0%


0.033908 0.872084 8.46125 0.872084 8.46125
1 -3.513101 3.513101 -3.513101 3.513101
0.345346 -4.513101 2.513101 -4.513101 2.513101
0.039231 0.486899 7.513101 0.486899 7.513101
0.039231 0.486899 7.513101 0.486899 7.513101
0.133975 -5.513101 1.513101 -5.513101 1.513101
0.039231 -7.513101 -0.486899 -7.513101 -0.486899
Why $
Same answer if we assume other profiles?
$2.50 $3 Tetra pak
Product profile Black Swan Copperpot
1 0 0 1 0 1
2 1 0 1 0 0
3 0 1 1 0 0
4 1 0 0 0 0
5 0 1 0 1 0
6 1 0 0 1 1
7 0 0 0 1 0
8 0 1 0 0 1
9 0 0 0 0 0

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.9603240194
R Square 0.9222222222
Adjusted R Square 0.6888888889
Standard Error 1.5275252317
Observations 9

ANOVA
df SS MS F Significance F
Regression 6 55.33333333333 9.2222222222 3.9523809524 0.21565569273
Residual 2 4.666666666667 2.3333333333
Total 8 60

Coefficients Standard Error t Stat P-value Lower 95%


Intercept 4 1.347150628109 2.9692299558 0.0971742474 -1.7963213271
Black Swan -0.3333333333 1.247219128925 -0.2672612419 0.8143046618 -5.6996841227
Copperpot -0.6666666667 1.247219128925 -0.5345224838 0.6464466094 -6.0330174561
2.5 4.6666666667 1.247219128925 3.7416573868 0.0645856533 -0.6996841227
3 4.3333333333 1.247219128925 3.4743961449 0.0737883502 -1.0330174561
Tetra pak -2 1.247219128925 -1.6035674515 0.249999999 -7.3663507894
Glass jar -3 1.247219128925 -2.4053511772 0.1379563432 -8.3663507894
Regression tool box is available under Data analysis section in Data tab. If it is not available, you have to include the add-in
Glass jar Rankings of
partipant
0 7
0 9
1 4
1 1
0 8
0 5
1 6
0 2
0 3

Upper 95% Lower 95.0% Upper 95.0%


9.7963213271 -1.7963213271 9.7963213271
5.0330174561 -5.6996841227 5.0330174561
4.6996841227 -6.0330174561 4.6996841227
10.033017456 -0.6996841227 10.033017456
9.6996841227 -1.0330174561 9.6996841227
3.3663507894 -7.3663507894 3.3663507894
2.3663507894 -8.3663507894 2.3663507894
you have to include the add-in as you did in the case of solver

You might also like