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Conjoint Analysis - Feature/Attribute Type
What are features/ attributes in a Conjoint question type?
A product or service area is described in terms of a number of attributes. For example, a smartphone may have features/ attributes such as:
Click to download video
How to setup Feature/ Attributes in a Conjoint question type?
Click on "Add Question"
Go To: Advanced » Choice Models » Conjoint
Next, enter Features as per your current survey needs. For example, if you are doing a survey to understand which Smartphone, users would prefer from Brand, Cost and Camera quality perspective, one would enter below mentioned details:
Brand
- Apple
- Samsung
Price/ Cost
- USD 500
- USD 600
- USD 700
Camera
- 20+16MP
- 18+18MP
- 26+10MP
Note: In the above example, Brand, Price and Camera are the Features whereas different brand names, different prices and camera configurations are called levels
How does setting up Feature/ Attribute type help?
When analysing data, to check Brand Premium analysis, Brand and Cost/Price attribute types are necessary. The report is generated based on the feature/attribute type.
Note: Setting up Feature Attribute type is necessary to run Brand Premium analysis under Conjoint Analysis