【正文】 When choosing a restaurant, how important is… Circle one Not Very Important Important Price 1 2 3 4 5 6 7 8 9 Quality of Food 1 2 3 4 5 6 7 8 9 Location 1 2 3 4 5 6 7 8 9 Decor 1 2 3 4 5 6 7 8 9 New Products–15 P r o d u c tO p ti o nC u i s i n e D i s tan c e P r i c e R an g e P r e fe r e n c eR an k1 I tal i an N e ar $102 I tal i an N e ar $153 I tal i an F ar $104 I tal i an F ar $155 Th ai N e ar $106 Th ai N e ar $157 Th ai F ar $108 Th ai F ar $15Simple Example of Conjoint Analysis New Products–16 Simple Example of Conjoint Analysis P r o d u c tO p ti o nC u i s i n e D i s tan c e P r i c e R an g e P r e fe r e n c eR an k1 I tal i an N e ar $10 82 I tal i an N e ar $15 63 I tal i an F ar $10 44 I tal i an F ar $15 25 T h ai N e ar $10 76 T h ai N e ar $15 57 T h ai F ar $10 38 T h ai F ar $15 1New Products–17 ? Example: Italian vs Thai = 20 – 16 = 4 util units $10 vs $15 = 22 – 14 = 8 util units ? So ―Italian‖ is worth $ more than “Thai” for this customer: )$)1015(84( ????? Can use to obtain value to customer of service (nonprice) attributes. How to Use in Design/Tradeoff Evaluation New Products–18 Stage 1—Design the conjoint study: Step : Select attributes relevant to the product or service category, Step : Select levels for each attribute, and Step : Develop the product bundles to be evaluated. Stage 2—Obtain data from a sample of respondents: Step : Design a datacollection procedure, and Step : Select a putation method for obtaining partworth functions. Stage 3—Evaluate product design options: Step : Segment customers based on their partworth functions, Step : Design market simulations, and Step : Select choice rule. Conjoint Study Process New Products–19 An Example to Illustrate the Concepts of Conjoint Analysis: Designing a Frozen Pizza Attributes ? Type of crust (3 types) ? Topping (4 varieties) ? Type of cheese (3 types) ? Amount of cheese (3 levels) ? Price (3 levels) Crust Type of Cheese Price Pan Romano $ Thin Mixed cheese $ Thick Mozzeralla $ Topping Amount of Cheese Pineapple 2 oz. Veggie 4 oz. Sausage 6 oz. Pepperoni A total of 324 (3 180。 4 180。 3 180。 3 180。 3) different pizzas can be developed from these options! New Products–20 Designing a Frozen Pizza: A More Complete Design Attributes ? Type of crust (3) ? Amount of meat (3) ? Types of peppers (3) ? Type of cheese (3) ? Type of sauce (3) ? Presence of olives (2) ? Amount of cheese (3) ? Amount of sauce (3) ? Presence of oil (2) ? Type of meat (3) ? Presence of mushrooms (2) ? Price (3) Prototypes 81 prototype pizzas from 105,000 possible profiles. Person Attributes ? Sex ? Household size ? Category usage ? Age ? Favorite brand ? Region ? Presence of teenagers Study Approach ? Each respondent rates 3 of the 81 prototypes along with a “control”. ? Likelihood of purchase, conditioned on price. ? Appropriateness for various meals/snacks. ? Appropriateness for various family members. New Products–21 Example Paired Comparison Aloha Meatlover’s Special treat Crust Pan Thick Topping Pineapple Pepperoni Type of cheese Mozzarella Mixed cheese Amount of cheese 4 oz 6 oz Price $ $ Which do you prefer? Which one would you buy? New Products–22 Example Ratings Product Example Bundle Type of Amount Preference Number Crust Topping Cheese of Cheese Price Score 1 Pan Pineapple Romano 2 oz $ 0 2 Thin Pineapple Mixed 6 oz $ 43 3 Thick Pineapple Mozzarella 4 oz $ 53 4 Thin Pineapple Mixed 4 oz $ 56 5 Pan Veggie Mixed 4 oz $ 41 6 Thin Veggie Romano 4 oz $ 63 7 Thick Veggie Mixed 6 oz $ 38 8 Thin Veggie Mozzarella 2 oz $ 53 9 Thick Pepperoni Mozzarella 6 oz $ 68 10 Thin Pepperoni Mixed 2 oz $ 46 11 Pan Pepperoni Romano 4 oz $ 80 12 Thin Pepperoni Mixed 4 oz $ 58 13 Pan Sausage Mixed 4 oz $ 61 14 Thin Sausage Mozzarella 4 oz $ 57 15 Thick Sausage Mixed 2 oz $ 83 16 Thin Sausage Romano 6 oz $ 70 New Products–23 Example Computed PartWorth for Attributes New Products–24 Example PartWorths for Attribute Options New Products–25 Conjoint Computations m ki U(P) = ? ? aij xij i=1 j=1 where: P = a particular product/concept of interest, U(P) = the utility associated with product P, aij = Utility associated with the jth level (j = 1, 2, 3, . . . , ki) on the ith attribute (partworth), ki = number of levels of attribute i, m = number of attributes, and xij = 1 if the jth level of the ith attribute is present in product P, 0 otherwise. { New Products–26 ? Define the petitive set these are the products from which the target segment make choices. Some of theses may be existing products and, others concepts being evaluated. We denote this set of products as P1, P2,...PN. ? Select Choice rule ? Maximum utility rule ? Share of preference rule ? Logit choice rule ? Alpha rule ? Software also has a ―Revenue index option‖ wherein you can pute the revenue index of any product pared to the revenue index of 100 for a base product you select. Market Share and Revenue Share Forecasts New Products–27 Market Share Forecast (Maximum Utility Rule) ? The relevant market consists of products P1, P2, . . . , PN. Some of theses may be existing products and, others concepts being evaluated. ? Each consumer will prefer to buy the product with the highest utility among those available. Then forecasted market share for products Pi is given by: K Consumers who prefer i MS (Pi) = ? –––––––––––––––– K=1 K where K is t