Optimal design in conjoint analysis

Magdeburg, Univ., Fak. für Mathematik, Diss., 2010

Sugarcane spirit market share simulation: an application of conjoint analysis

This study evaluated the influence of packaging and labeling attributes of sugarcane spirit on consumers' behavior by applying the results of conjoint analysis in sugarcane spirit market share simulation. Firstly, a conjoint analysis was performed aiming to estimate the part-worths of each consumer for some sugarcane spirit packaging and labeling attributes. These part-worths were used in the market share simulation using the maximum utility model. It was observed that some packaging and labeling attributes affected consumer's purchase intention and that most consumers showed a similar preference pattern regarding these attributes. These consumers showed preference for the Seleta brand, which was bottled in 700 mL clear glass bottles with a metal screw cap that bore a label illustration unrelated to sugarcane spirit production process and had the information "aged 36 months in oak barrels". This study also showed that conjoint analysis and the use of its results in the market share simulation proved important tools to better understand consumer behavior towards intention to purchase sugarcane spirit.

A conjoint analysis to determine the preferences for some selected MBA programs. 'Análisis conjunto para determinar las preferencias por algunos programas seleccionados de MBA'.

Resumen tomado de la publicación

Microempreendedorismo e microcrédito: utilização da conjoint analysis para análise da percepção de preferência de consumo de microcrédito pelos microempreendedores

O microcrédito tem sido usado como uma forma de incentivar pequenos empreendedores a fazerem seus negócios crescerem, e a oferta desses pequenos empréstimos tem aumentado muito nos últimos 15 anos principalmente por conta de marcos legais e políticas públicas que tem desenvolvido esse mecanismo financeiro. Nessa seara o aparecimento da figura jurídica do Microempreendedor Individual (MEI) em um contexto de formalização de microempreendedores informais mostrou-se um caso clássico de oportunidade para o desenvolvimento da oferta do microcrédito produtivo orientado. Diversos produtos de microcrédito têm sido oferecidos aos microempreendedores, porém não é claro quais são as preferências dos empreendedores por diferentes produtos de microcrédito. Este trabalho avança esse conhecimento, apresentando uma conjoint analysis que revela a percepção de microempreendedores por diversas características de programas de microcrédito.

Opening ILT blackbox: Exploring recognition-based leadership perceptions with conjoint analysis

Although research on Implicit Leadership Theories (ILT) has put great effort on determining what attributes define a leader prototype, little attention has been given to understanding the relative importance of each of these attributes in the categorization process by followers. Knowing that recognition-based leadership perceptions are the result of the match between followers’ ILTs and the perceived attributes in their actual leaders, understanding how specific prototypical leader attributes impact this impression formation process is particularly relevant. In this study, we draw upon socio-cognitive theories to explore how followers cognitively process the information about a leader’s attributes. By using Conjoint Analysis (CA), a technique that allows us to measure an individual’s trade-offs when making choices about multi-attributed options, we conducted a series of 4 studies with a total of 879 participants. Our results demonstrate that attributes’ importance for individuals’ leadership perceptions formation is rather heterogeneous, and that some attributes can enhance or spoil the importance of other prototypical attributes. Finally, by manipulating the leadership domain, we show that the weighting pattern of attributes is context dependent, as suggested by the connectionist approach to leadership categorization. Our findings also demonstrate that Conjoint Analysis can be a valuable tool for ILT research.

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Conjoint analysis (CA) is one of the most important methods for preference elicitation. In this paper we investigate the intellectual structure within the conjoint analytical research community. Analyses based on single papers provide a method-based overview of streams of conjoint research. By using novel bibliometric techniques in this field we complement findings of existing reviews. We use co-citation and factor analysis of the most cited articles in SSCI to identify the most important articles and research streams. Seven research streams are revealed which are visualized by means of multidimensional scaling. Tables and graphics reveal the disciplinary affiliations of contributors to CA, the special structure within the classes as well as links between them.

Publication trade-offs for junior scholars in IS: conjoint analysis of preferences for quality, first authorship, collaboration and time

A publication record provides evidence of research productivity and is critical for junior scholars starting their careers in academia. Publication attributes, such as level of the publication outlet, order and number of authors, are typically used to evaluate its quality. However, time spent on a publication is a limited commodity, and researchers face significant trade-offs when deciding which publications they should concentrate on. To better understand the choices made, conjoint analysis with 241 junior IS scholars was conducted. We find that when “quality vs. number of authors” and “quality vs. time” trade-offs are considered, quality is prioritized. However, the emphasis on quality is less pronounced when “rank as an author” is at stake. Especially Ph.D. students tend to choose first authorship when dealing with “quality vs. rank as an author” trade-off. Our findings provide intriguing insights into how publication attributes weigh against each other when research collaboration decisions are made.

Investigating the value of privacy on online social networks: conjoint analysis

Popularity of Online Social Networks has been recently overshadowed by the privacy problems they pose. Users are getting increasingly vigilant concerning information they disclose and are strongly opposing the use of their information for commercial purposes. Nevertheless, as long as the network is offered to users for free, providers have little choice but to generate revenue through personalized advertising to remain financially viable. Our study empirically investigates the ways out of this deadlock. Using conjoint analysis we find that privacy is indeed important for users. We identify three groups of users with different utility patterns: Unconcerned Socializers, Control-conscious Socializers and Privacy-concerned. Our results provide relevant insights into how network providers can capitalize on different user preferences by specifically addressing the needs of distinct groups in the form of various premium accounts. Overall, our study is the first attempt to assess the value of privacy in monetary terms in this context.

Analysing Conjoint Analysis Data by a Random Coefficient Regression Model

2000 Mathematics Subject Classification: 62J12, 62K15, 91B42, 62H99.

Use of conjoint analysis to examine beliefs related to the practice of early literacy instruction

The purpose of the study was to examine the relationship between teacher beliefs and actual classroom practice in early literacy instruction. Conjoint analysis was used to measure teachers' beliefs on four early literacy factors—phonological awareness, print awareness, graphophonic awareness, and structural awareness. A collective case study format was then used to measure the correspondence of teachers' beliefs with their actual classroom practice. ^ Ninety Project READS participants were given twelve cards in an orthogonal experimental design describing students that either met or did not meet criteria on the four early literacy factors. Conjoint measurements of whether the student is an efficient reader were taken. These measurements provided relative importance scores for each respondent. Based on the relative important scores, four teachers were chosen to participate in a collective case study. ^ The conjoint results enabled the clustering of teachers into four distinct groups, each aligned with one of the four early literacy factors. K-means cluster analysis of the relative importance measurements showed commonalities among the ninety respondents' beliefs. The collective case study results were mixed. Implications for researchers and practitioners include the use of conjoint analysis in measuring teacher beliefs on the four early literacy factors. Further, the understanding of teacher preferences on these beliefs may assist in the development of curriculum design and therefore increase educational effectiveness. Finally, comparisons between teachers' beliefs on the four early literacy factors and actual instructional practices may facilitate teacher self-reflection thus encouraging positive teacher change. ^

Correspondence analysis and categorical conjoint measurement

We show the equivalence between the use of correspondence analysis (CA)of concadenated tables and the application of a particular version ofconjoint analysis called categorical conjoint measurement (CCM). Theconnection is established using canonical correlation (CC). The second part introduces the interaction e¤ects in all three variants of theanalysis and shows how to pass between the results of each analysis.

Exploratory Approach to the use of Techniques of Regression Analysis and Pooled Analysis in Studies of Consumer Behavior

This paper is part of a large study to assess the adequacy of the use of multivariate statistical techniques in theses and dissertations of some higher education institutions in the area of marketing with theme of consumer behavior from 1997 to 2006. The regression and conjoint analysis are focused on in this paper, two techniques with great potential of use in marketing studies. The objective of this study was to analyze whether the employement of these techniques suits the needs of the research problem presented in as well as to evaluate the level of success in meeting their premisses. Overall, the results suggest the need for more involvement of researchers in the verification of all the theoretical precepts of application of the techniques classified in the category of investigation of dependence among variables.

Conjoint-analyysi tuotekonseptien suunnittelun tukena

Conjoint-analyysi on kvantitatiivinen menetelmä kuluttajien mieltymysten mittaamiseen. Sitä hyödynnetään yleisesti tuotekonseptien suunnitteluvaiheessa, jossa jatkokehitykseen otettavaa konseptia valittaessa asiakkaiden mieltymysten tiedostaminen on hyvin tärkeää tuotteen lopullisen menestyksen kannalta. Työn tavoitteena on esitellä lukijalle conjoint-analyysin toimintaperiaate ja selvittää millaista lisäarvoa conjoint-analyysin käyttö voi tuoda tuotekonseptien suunnitteluun. Työssä määritellään lyhyesti mitä tuotekonseptointi on ja kuinka se sijoittuu tuotekehityksen kenttään sekä esitellään sen syitä ja tavoitteita. Conjoint-analyysin suorittaminen käydään läpi vaihe vaiheelta ja esitellään siihen liittyviä yleisiä käytäntöjä. Lisäksi määritellään muutamia yleisiä tavoitteita, joita tyypillisesti halutaan conjoint-tutkimuksen avulla toteuttaa. Työn empiirisessä osassa teoriaosan sisältöä konkretisoidaan esittelemällä ja analysoimalla muutamia eri syistä toteutettuja conjoint-tutkimuksia ja niiden tarjoamia tuloksia.

Prioritization of Potential Mates' History of Sexual Fidelity During a Conjoint Ranking Task

This series of studies is the first to use conjoint analysis to examine how individuals make trade-offs during mate selection when provided information about a partner's history of sexual infidelity. Across three studies, participants ranked profiles of potential mates, with each profile varying across five attributes: financial stability, physical attractiveness, sexual fidelity, emotional investment, and similarity. They also rated each attribute separately for importance in an ideal mate. Overall, we found that for a long-term mate, participants prioritized a potential partner's history of sexual fidelity over other attributes when profiles were ranked conjointly. For a short-term mate, sexual fidelity, physical attractiveness, and financial stability were equally important, and each was more important than emotional investment and similarity. These patterns contrast with participants' self-reported importance ratings of each individual attribute. Our results are interpreted within the context of previous literature examining how making trade-offs affect mate selection.

Socioeconomic Differences in Preferences and Willingness-to-Pay for Insulin Delivery Systems in Type 1 and Type 2 Diabetes

Background: An evaluation of patients' preferences is necessary to understand the demand for different insulin delivery systems. The aim of this study was to investigate the association between socioeconomic status (SES) and patients' preferences and willingness to pay (WTP) for various attributes of insulin administration for diabetes management. Methods: We conducted a discrete choice experiment (DCE) to determine patients' preferences and their WTP for hypothetical insulin treatments. Both self-reported annual household income and education completed were used to explore differences in treatment preferences and WTP for different attributes of treatment across different levels of SES. Results: The DCE questionnaire was successfully completed by 274 patients. Overall, glucose control was the most valued attribute by all socioeconomic groups, while route of insulin delivery was not as important. Patients with higher incomes were willing to pay significantly more for better glucose control and to avoid adverse events compared to lower income groups. In addition, they were willing to pay more for an oral short-acting insulin ($Can 71.65 [95% confidence interval, $40.68, $102.62]) compared to the low income group ($Can 9.85 [95% confidence interval, 14.86, 34.56; P < 0.01]). Conversely, there were no differences in preferences when the sample was stratified by level of education. Conclusions: This study revealed that preferences and WTP for insulin therapy are influenced by income but not by level of education. Specifically, the higher the income, the greater desire for an oral insulin delivery system, whereas an inhaled route becomes less important for patients.