IBM® SPSS® Conjoint

Understand and measure purchasing decisions

IBM® SPSS® Conjoint helps market researchers increase their understanding of consumer preferences so they can more effectively design, price and market successful products. It enables them to model the consumer decision-making process so they can design products with the features and attributes most important to their target market.

IBM® SPSS® Conjoint includes procedures that can help researchers:

Design an orthogonal array of product attribute combinations

  • Reduce the number of questions asked while ensuring enough information to perform a full analysis.

  • Generate orthogonal main effects fractional factorial designs; ORTHOPLAN is not limited to two-level factors.

  • Specify a variable list, optional variable labels, a list of values for each variable and optional value labels.

  • Generate holdout cards to test the fitted conjoint model.

  • Specify the desired number of cards for the plan.

Produce and print cards

  • Use the PLANCARDS utility procedure to generate printed cards for use as stimuli by respondents.

  • Specify the variables to be used as factors and the order in which their labels are to appear in the output.

  • Choose listing-file formats and card formats.

  • Display output in pivot tables.

Analyze research data

  • Perform an ordinary least-squares analysis of preference or rating data with the conjoint procedure.

  • Work with the plan file generated by PLANCARDS, or a plan file input by the user using a data list.

  • Work with individual-level rank or rating data.

  • Provide individual-level and aggregate results.

  • Select from three conjoint simulation methods: max utility, Bradley-Terry-Luce (BTL) and logit.

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