Conjoint Analysis: Tire Pressure
The following four attributes are related to purchasing automobile tires.
| Brand Name: | TireMax, GoodTreads, RollsAhead |
| Expected Tread Mileage: | 40,000, 60,000, 80,000 |
| Purchase Price: | $45.00, $60.00, $75.00 |
| Installation Cost: | $0.00, $7.50 |
Seven customers are asked to rank in order of preference 18 out of the possible 54 combinations of attribute levels. The 18 combinations are chosen in such a way that, when installation cost is considered with any two of brand name, expected tread mileage, or purchase price, all possible combinations are present. Although rankings are used, preference ratings can also be used in conjoint analysis. The goal of the analysis is to determine the importance of each attribute to stated preferences of consumers for a potential tire purchase.
Statistics and Operations Research Home Page | Market Research Application
