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  • Conjoint Exercise

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    Darshan V
    88 vizualizări2 pagini
    The document summarizes the results of a conjoint analysis for a smart watch. It identifies the features, brands, and dial sizes tested and their desirability rankings. The analysis found that the cellular feature had the highest part worth or utility, contributing 54.55% to the overall attributes. Brand was the second most important attribute, at 27.27%. Dial size was the least important attribute, at 18.18%.

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    Conjoint

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    The document summarizes the results of a conjoint analysis for a smart watch. It identifies the features, brands, and dial sizes tested and their desirability rankings. The analysis found that the cellular feature had the highest part worth or utility, contributing 54.55% to the overall attributes. Brand was the second most important attribute, at 27.27%. Dial size was the least important attribute, at 18.18%.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    88 vizualizări2 pagini

    Conjoint Exercise

    Încărcat de

    Darshan V
    The document summarizes the results of a conjoint analysis for a smart watch. It identifies the features, brands, and dial sizes tested and their desirability rankings. The analysis found that the cellular feature had the highest part worth or utility, contributing 54.55% to the overall attributes. Brand was the second most important attribute, at 27.27%. Dial size was the least important attribute, at 18.18%.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
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    din 2

    PRODUCT STRATEGY AND MANAGEMENT

    EXERCISE ON CONJOINT ANALYSIS : SMART WATCH

    NAME :

    Feature Brand Dial Size mm Rank Desirability


    Cellular Apple 44 1 12
    Cellular Apple 42 2 11
    Cellular Apple 38 3 10
    Cellular Samsung 44 4 9
    Cellular Samsung 42 5 8
    Cellular Samsung 38 6 7
    GPS Apple 44 7 6
    GPS Apple 42 8 5
    GPS Apple 38 9 4
    GPS Samsung 44 10 3
    GPS Samsung 42 11 2
    GPS Samsung 38 12 1

    Average Mean of the Deviation from Squared


    Attribute
    Desirability Attribute Mean Deviation
    CELLULAR 9.5 3 9
    Feature 6.5
    GPS 3.5 -3 9
    Samsung 5 -1.5 2.25
    Brand 6.5
    Apple 8 1.5 2.25
    44 7.5 1 1
    Dial Size
    42 6.5 6.5 0 0
    mm
    38 5.5 -1 1

    Sum of Squared Deviation = 24.5


    No. of levels = 7
    Standardizing Statistic = √ SSD / LEVELS = 1.870828693

    Deviation from Part Worth or Utility


    LEVEL Range
    Mean of Various Attributes
    CELLULAR 3 1.603567451
    Feature 3.2071349
    GPS -3 -1.603567451
    Samsung -1.5 -0.801783726
    Brand 1.60356745
    Apple 1.5 0.801783726
    44 1 0.534522484
    Dial Size
    42 0 0 1.06904497
    mm
    38 -1 -0.534522484
    SUMMARY OF CONJOINT ANALYSIS FOR SMART WATCH

    NAME :

    ATTRIBUTE
    ATTRIBUTE LEVELS PART WORTH
    IMPORTANCE
    CELLULAR 1.603567451
    Feature 54.55%
    GPS -1.603567451
    SAMSUNG -0.801783726
    Brand 27.27%
    APPLE 0.801783726
    44 0.534522484
    Dial Size mm 42 0 18.18%
    38 -0.534522484

    ANALYSIS / UNDERSTANDING:

    Feature has the highest utility for the smart watch, followed by brand and dial size.

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