Conjoint Choice Based

Conjoint Choice Based

Introduction

Choice-Based Conjoint Analysis is a sophisticated
market research technique used to decipher consumer preferences. It simulates real-world buying scenarios by presenting respondents with a series of choices, each representing different combinations of product attributes. By analyzing how individuals make choices within these scenarios, businesses can derive valuable insights into the relative importance of various product features and their impact on purchasing decisions. This article will demonstrate how to utilize the Conjoint Choice Based template provided in EyeQuestion. For further insights into this methodology and its associated analysis, please refer to the following article: https://support.eyequestion.nl/portal/en/kb/articles/how-to-built-a-choice-based-conjoint-questionnaire-using-eyequestion

Template Description

The template begins with an initial screen providing instructions to panellists. In the design section, the first screen showcases a Choice Based Conjoint question type, enabling the display of product concepts generated from a Conjoint Design. Within this question type, you have the flexibility to determine the order of the various attributes selected for the conjoint test. Additionally, within the question options, you can choose whether to include a "none" option. This template includes three different attributes (Organic: Yes/No, Price: $1.99, $2.99, and $3.99, and Vegan: Yes/No). Panelists are then prompted to select their preferred product concept.
You can create your own conjoint design using this template, and the questionnaire will adapt accordingly to your chosen design. To modify the design, navigate to Design > Design Settings > Generate Design. Select "Conjoint" as the Design Type, and specify the attributes and the number of levels for each attribute. You can view the product concepts created under Design > Product.

Raw Data Representation

The raw data will be displayed with each row corresponding to the products combination evaluated by a judge (panellist), followed by the product sample selected.

Analysis

After gathering your data, you can proceed to analyze the results using EyeOpenR. Simply open your project, go to the Data page, and select EyeOpenR. The Conjoint Analysis is available in the main menu. 

Reference

  1. Eggers, F., Sattler, H., Teichert, T., & Völckner, F. (2022). Choice-Based Conjoint Analysis. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 781-819). Springer.

    • Related Articles

    • How To Built A Choice Based Conjoint Questionnaire Using Eyequestion

      What is Choice-Based Conjoint Analysis? Choice-Based Conjoint Analysis is a sophisticated market research technique used to decipher consumer preferences. It simulates real-world buying scenarios by presenting respondents with a series of choices, ...

    • Choice Base Conjoint Analysis

      Purpose This analysis method can be used to analyse data collected using the Choice Based Conjoint question type in EyeQuestion. Background Choice-Based Conjoint Analysis is a sophisticated market research technique used to decipher consumer ...

    • Free Choice Profiling

      Introduction Free-choice profiling (FCP) is a quick and inexpensive method in which consumers are asked to both identify attributes in the sample and rate the liking and/or intensity of those attributes. They should be provided with adequate ...

    • Flash Profiling and Free Choice Profiling

      Purpose Flash Profiling is a rapid type of descriptive method adapted from free choice profiling. Normally used with untrained judges, each individual selects their own attributes to describe at set of products. They then use these attributes to rank ...

    • Three-Alternative Forced Choice (3-AFC)

      Introduction The three-alternative forced choice (3-AFC) method is a discrimination method where panelists are presented with three samples simultaneously and instructed to identify the sample(s) that are higher or lower in a specified sensory ...