CLASSIC FULL PROFILE CONJOINT
OUR FULL PROFILE CONJOINT ANALYSIS FOR A CLASSIC PREFERENCE RANKING
The Full-Profile Conjoint Method is a specific type of Conjoint Analysis used in market research to determine customer preferences for different combinations of product features. In the Full-Profile Conjoint Method, respondents are presented with complete product samples in the form of tangible objects, images, or verbalizations. They are then asked to rank these samples in order of preference. Based on the preference rankings provided by respondents, the relative importance of each feature and its levels can be determined. The Full-Profile Conjoint Method is a relatively complex method, but it can provide highly informative results when it comes to identifying the needs and preferences of customers.
COMPLETE PRODUCT SAMPLES IN THE CLASSIC CONJOINT METHOD
With the classic Full-Profile Conjoint Method, complete product examples serve as stimulus material. Ideally, these are real, tangible objects. But normally, descriptions of the different attribute combinations are provided on cards, or visual images are used. All of the examples must be rated or ranked by the respondents in order of preference. This method quickly reaches its practical limits when the Conjoint Design becomes too complex.
“Cards” with stimulus examples as used in a survey on E-Bikes
A SIMPLE FORMULA FOR CALCULATING THE CONJOINT DESIGN
Respondents can be expected to cope with between three to five attributes with two to five levels each. The number of stimulus examples required can be calculated using the formula “number of levels minus number of attributes plus 1”. More than ten to twelve examples should not be used in a normal sample of respondents (in other words, one in which the respondents do not possess a particularly high degree of interest in the subject material).
THE RULES OF FULL-PROFILE CONJOINT
The stimulus examples are subject to a number of rules, meaning that they can only be created with the help of a computer program. The most important requirements of Full Profile Conjoint include:
- The stimulus examples must be independent of each other.
- The exact number of stimulus examples must be adhered to.
Equation: Sum of values – sum of attribute levels = 1. - It must be possible to vary the attribute levels freely.