The created product is a Plasma television set and is created with an LCD screen, and LED and a Plasma Screen variation option.
Rank the 18 profiles
| Rank 1 | Rank Respondent | |
| Brand 1 | 18 | 1 |
| Brand 2 | 17 | 3 |
| Brand 3 | 16 | 4 |
| Brand 4 | 15 | 10 |
| Brand 5 | 14 | 2 |
| Brand 6 | 13 | 5 |
| Brand 7 | 12 | 9 |
| Brand 8 | 11 | 11 |
| Brand 9 | 10 | 6 |
| Brand 10 | 9 | 8 |
| Brand 11 | 8 | 7 |
| Brand 12 | 7 | 12 |
| Brand 13 | 6 | 14 |
| Brand 14 | 5 | 13 |
| Brand 15 | 4 | 17 |
| Brand 16 | 3 | 16 |
| Brand 17 | 2 | 15 |
| Brand 18 | 1 | 18 |
Compare the predicted and actual rank for yourself. Do they match as they should?
Actual Brand | Actual Rank | Brand | Predicted Rank |
Brand 1 | 18 | Brand 1 | 1 |
Brand 2 | 17 | Brand 5 | 2 |
Brand 3 | 16 | Brand 2 | 3 |
Brand 4 | 15 | Brand 3 | 4 |
Brand 5 | 14 | Brand 6 | 5 |
Brand 6 | 13 | Brand 9 | 6 |
Brand 7 | 12 | Brand 11 | 7 |
Brand 8 | 11 | Brand 10 | 8 |
Brand 9 | 10 | Brand 7 | 9 |
Brand 10 | 9 | Brand 4 | 10 |
Brand 11 | 8 | Brand 8 | 11 |
Brand 12 | 7 | Brand 12 | 12 |
Brand 13 | 6 | Brand 14 | 13 |
Brand 14 | 5 | Brand 13 | 14 |
Brand 15 | 4 | Brand 17 | 15 |
Brand 16 | 3 | Brand 16 | 16 |
Brand 17 | 2 | Brand 15 | 17 |
Brand 18 | 1 | Brand 18 | 18 |
Calculate the part-worth utility estimates
Calculate the relative importance of each attribute class
Each attribute is -0.33333 % important in the choice of a television set.
REPORT
The product was a television set and it comes in a number of different attribute options namely, LED, LCD, COST, CHANNELS, HD and LD options. The main factors are that there is a large number of different options available and usually customers make preference choices based on different things. When a conjoint analysis is conducted it is usually conducted to show how and what the main attributes are that a person prefers to look at when choosing a product of this kind. The main elements of a tv which are preferred by most people and which become the main cause that most people choose to by a television set is also the main attributes that help rank television set brand and manufacturers in the market. Such an analysis can help a person determine what kind of a –product would sell.
Based on the results it is easy to see that between the actual rank and the predicted rank people prefer to have a television that is complete with LCD screens, has a larger number of channels and can also be Low Definition display. That means that in comparison to screen and picture quality people prefer having a larger array of channels.
Keeping this in mind the ideal and optimal product design would be one that is cost effective, has HD screen and picture quality but presented with LCD technology and has the capacity to provide a larger number of channels. It can also be created with LD screens for different consumers.