Conjoint Study Design

Attributes and attribute levels of the Conjoint study.

Attributes / Levels
Level 1
Level 2
Room

Level 3

Small suite

Large room

Room office

Business Amenities

WWW access

Speaker phone

Room fax

Leisure

Exercise room

Pool

Exercise room (sm) +

pool (sm)

Extras

Shoe shine

Tape library

Fruit + cheese

Yes

No

Restaurant Delivery

Revenue Potentials
Incremental revenue potentials (possibly negative) for each attribute level, compared to the base product.
The base product revenue is 100.
The base level of each attribute (the first level by default) is indicated by a zero.
Attributes / Levels
Level 1
Level 2
Level 3
Room

Business Amenities

0.5

Leisure

-2

-2.5

Extras

-4.5

Restaurant Delivery

Respondents' Preference Partworths

Respondents' preference partworths. The most preferred profiles sum up to 100, the least preferred to 0.
Respondents /
Small suite
Large room
Room office
Attributes and Levels
Amanda
0
9
11
Ann
10
37
0
Bruce
26
0
10

Byron
Byung
Colleen
Courtney
Daniel
Dierdre
Elio
Eugene
Frank
Gabriel
George
Gina
Hans
Hector
Jin Hyuk
Jose
Kevin
Lawrence
Marina
Martina
Michael
Nicholas
Nissa
Oliver
Peony
Robert
Sally
Saulo
Scott
Shawn
Stacy
Sukhdeep
Thomas
Tiffany
Traci
Trevor
Vladimir

8
34
45
17
15
13
11
0
8
20
0
14
6
0
34
12
0
72
21
0
47
28
0
50
10
34
23
20
13
0
27
36
16
14
25
17
0

0
0
0
7
0
0
20
27
0
0
19
31
16
7
0
0
12
43
10
16
0
0
16
27
0
0
0
0
43
7
0
18
0
0
0
32
14

22
30
17
0
12
24
0
7
31
14
5
0
0
47
16
28
34
0
0
8
20
33
22
0
29
11
7
16
0
18
23
0
33
30
17
0
19

Existing Product Profiles

Labels and attribute levels for each existing product profile that already exists in the market.
Attributes / Existing
Product Profiles

Courtyard by Marriott

Nittany Lion Inn

Atherton Hilton

Room

Small suite

Large room

Large room

Business Amenities

Speaker phone

Speaker phone

Speaker phone

Leisure

Exercise room (sm) +

pool (sm)

Exercise room

Exercise room

Extras

Newspaper

Newspaper

Tape library

Restaurant Delivery

Yes

Yes

No

New Product Profiles

Labels and attribute levels for each new product profile that you consider introducing into this market.
Attributes / New
Product Profiles

Professional 1

Professional 2

Tourist

Room

Room office

Small suite

Large room

Business Amenities

WWW access

Room fax

Speaker phone

Leisure

Exercise room

Exercise room

Exercise room (sm) +

pool (sm)

Extras

Fruit + cheese

Tape library

Tape library

Restaurant Delivery

No

Yes

No

Level 4

Newspaper

to the base product.

Level 4

-0.5

least preferred to 0.
WWW access
52
0
21

Speaker phone
13
9
0

Room fax

Exercise room
0
3
14

0
0
9

13
0
0
7
0
10
9
4
8
0
10
14
0
0
6
5
9
7
12
16
21
11
5
0
7
23
0
10
11
0
0
18
0
7
13
0
9

25
16
2
24
14
23
0
0
0
7
22
0
16
8
27
0
22
6
26
29
0
29
0
19
11
13
15
0
0
27
13
8
16
0
0
15
0

Toftrees

Scanticon

Small suite

Room office

Speaker phone

Room fax

Exercise room (sm) +

pool (sm)

Exercise room (sm) +

pool (sm)

0
11
0
0
38
0
19
2
10
21
0
13
9
25
0
37
0
0
0
0
10
0
22
4
0
0
29
27
12
18
42
0
10
19
8
15
22

0
0
0
5
4
14
14
56
10
9
32
7
7
9
8
0
0
7
0
0
12
0
12
11
0
4
7
8
10
12
0
0
13
20
0
31
10

Newspaper

Shoe shine

No

Yes

g into this market.

Deluxe
Large room
WWW access
Exercise room (sm) +
pool (sm)
Tape library
Yes

Pool
8
39
16

Exercise room (sm) +

pool (sm)
10
21
0

Shoe shine
17
3
0

Tape library
6
0
14

12
16
15
0
0
0
0
19
4
0
16
25
0
6
0
19
5
0
21
29
16
1
6
0
31
12
0
10
25
0
4
11
0
10
20
0
18

6
11
32
32
9
4
32
0
0
5
0
0
33
0
14
11
6
10
3
20
0
3
0
7
17
0
5
0
0
27
7
24
10
0
38
28
0

22
21
2
2
5
8
4
4
0
41
9
13
5
4
4
8
15
0
21
0
10
6
24
0
2
5
9
0
0
4
8
0
0
4
0
12
24

11
0
0
15
7
0
0
10
7
13
11
0
0
12
0
12
0
0
9
12
0
0
8
8
9
0
5
12
8
9
6
6
11
6
10
7
5

Fruit + cheese
13
3
7

Newspaper
0
0
19

Yes

No
0
12
18

10
0
0

0
14
0
8
0
24
18
0
15
10
0
18
9
8
10
0
22
5
13
6
8
26
0
5
16
8
18
20
6
0
0
8
33
0
4
0
0

15
8
1
0
21
12
12
6
18
0
3
8
13
0
8
6
8
5
0
9
11
4
12
4
0
14
0
16
4
14
3
8
18
13
12
5
7

0
13
0
0
0
15
11
3
31
0
16
12
0
0
0
4
16
0
0
14
5
0
0
12
13
17
0
23
0
0
0
14
0
0
0
10
17

19
0
19
12
17
0
0
0
0
9
0
0
22
7
15
0
0
6
11
0
0
9
20
0
0
0
23
0
12
14
16
0
5
18
12
0
0

Conjoint Study Design

Attributes and attribute levels of the Conjoint study.
Attributes / Levels
Level 1
Level 2

Level 3

Room

Small Suite

Large Room

Room Office

Bus amenities

www access

speaker phone

room fax

Leisure

Exercise room

Pool

Exercise room +
Pool

extras

shoe shine

Tape library

fruit and cheese

Yes

No

Rest Delivery

Level 4

newspaper

Bundles
Attribute levels for a full-profile, fractional design Conjoint study
Attributes / Bundles
Bundle 1
Bundle 2
Bundle 3

Bundle 4

Room

Small Suite

Large Room

Room Office

Large Room

Bus amenities

www access

speaker phone

room fax

speaker phone

Leisure

Exercise room

Exercise room +
Pool
Pool

Pool

extras

shoe shine

shoe shine

shoe shine

shoe shine

Rest Delivery

Yes

No

Yes

No

Respondents' Ratings
Respondents' ratings for each bundle (use consistent scale, e.g., between 0 and 100)
Respondents / Ratings
Bundle 1
Bundle 2
Bundle 3
Bundle 4
Respondent 1

Bundle 5

Bundle 6

Bundle 7

Bundle 8

Bundle 9

Bundle 10

Small Suite

Large Room

Room Office

Large Room

Small Suite

Large Room

speaker phone

www access

speaker phone

room fax

room fax

speaker phone

Pool

Pool

Exercise room +
Exercise room
Pool

Exercise room +
Exercise room
Pool

Tape library

Tape library

Tape library

Tape library

fruit and cheese

fruit and cheese

Yes

No

Yes

No

No

Yes

Bundle 5

Bundle 6

Bundle 7

Bundle 8

Bundle 9

Bundle 10

Bundle 11

Bundle 12

Bundle 13

Bundle 14

Bundle 15

Bundle 16

Room Office

Large Room

Small Suite

Large Room

Room Office

Large Room

www access

speaker phone

speaker phone

room fax

speaker phone

www access

Pool

Pool

Pool

Pool

Exercise room

Exercise room +
Pool

fruit and cheese

fruit and cheese

newspaper

newspaper

newspaper

newspaper

No

Yes

No

Yes

No

Yes

Bundle 11

Bundle 12

Bundle 13

Bundle 14

Bundle 15

Bundle 16