Merancang survei conjoint

Pemodelan Pilihan untuk Pemasaran di R

Elea McDonnell Feit

Assistant Professor of Marketing, Drexel University

Survei conjoint

Pertanyaan conjoint

Atribut dan level

Type
susu, dark, susu dengan kacang, dark dengan kacang, white

Brand
Dove, Ghirardelli, Godiva, Hershey's, Lindt

Price
0.5, 0.6, ... kenaikan 0.1 ..., 3.9, 4.0

Merancang survei pilihan

choc_survey[choc_survey$Subject == 1 & choc_survey$Trial == 1, ]

     Subject Trial Alt Type Brand Price
1          1     1   1   NA    NA    NA
2          1     1   2   NA    NA    NA
3          1     1   3   NA    NA    NA

Membuat desain acak bagian 1

# Setup your attributes and levels list
attribs <- list(Type = c("Milk", "Dark", "White"), 
                Brand = c("Cadbury", "Toblerone", "Kinder"), 
                Price = 5:30 / 10)

# Create all possible combinations of attributes
all_comb <- expand.grid(attribs)
nrow(all_comb)
head(all_comb)

144

Type     Brand Price
1  Milk   Cadbury   0.5
2  Dark   Cadbury   0.5
3 White   Cadbury   0.5
4  Milk Toblerone   0.5
5  Dark Toblerone   0.5
6 White Toblerone   0.5

Membuat desain acak bagian 2

for (i in 1:100) {
  rand_rows <- sample(1:nrow(all_comb), size = 12 * 3)
  rand_alts <- all_comb[rand_rows, ]
  choc_survey[choc_survey$Subject == i, 4:6] <- rand_alts
}

Menyebarkan survei Anda: opsi

Kodekan survei sendiri.
Unggah desain survei ke alat survei seperti Google Forms atau SurveyMonkey.
Gunakan alat survei dengan fitur desain conjoint bawaan seperti Sawtooth, Conjoint.ly, atau Qualtrics.

Ayo sebarkan survei conjoint!

Pemodelan Pilihan untuk Pemasaran di R