IBM SPSS Conjoint

IBM® SPSS® Conjoint gives you a realistic way to measure how individual product attributes affect people’s preferences.

When you use both conjoint analysis and competitive product market research for your new products, you are less likely to overlook product dimensions that are important to your customers or constituents, and more likely to successfully meet their needs.

With IBM SPSS Conjoint, you can easily measure the tradeoff effect of each product attribute in the context of a set of product attributes – as consumers do when making purchasing decisions.

For example, you can answer critical product market research questions:

• What product attributes do my customers care about?
• What are the most preferred attribute levels?
• How can I most effectively perform pricing and brand equity studies?

You can answer all of your questions before you spend valuable resources trying to bring products or services to market. Use IBM SPSS Conjoint to focus your efforts on the service or product development that has the best chance of succeeding.

IBM SPSS Conjoint gives you all the tools you need for developing product and service attribute ratings. You can use its three procedures to:

• Generate designs easily – use Orthoplan, the design generator, to produce an orthogonal array of alternative potential products or services that combine different product/service features at specified levels
• Print "cards" to elicit respondents' preferences – use Plancards to quickly generate cards that respondents can sort to rank alternative products
• Get informative results – analyze your data using Conjoint, a procedure that's a specially tailored version of regression. Find out which product/service attributes are important and at which levels they are most preferred. You can also perform simulations that tell you the market share of preference for alternative products.