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Conjoint Analysis: Tire Pressure
Market Share Simulation
The Results pop-up menu also includes an item for performing market share simulation. You can calculate the expected market share for each tire purchase alternative in the sample by using one of three simulation models: maximum utility, logit, or Bradley-Terry-Luce. The maximum utility simulation model is the default.
The entry in the table with the largest market share is the 80,000-mile, $45.00 TireMax with no installation charge. It is expected to account for 42.9% of the market under the maximum utility simulation model. You can select the logit model and the Bradley-Terry-Luce model from the pop-up menu to the right of the Simulation Model box. Selecting a model from this pop-up menu automatically recalculates the estimated market shares. The three models available for market share simulation usually produce different answers. The maximum utility model is the most commonly used of the three models.
Only 18 of the 54 possible tire purchase combinations are presented to the respondents. You may want to predict the expected market share of one or more of the combinations that are not present in the sample. You can add as many rows as you want, then rerun the simulation. You can also complete the table with all possible combinations. If a duplicate observation is created, a warning message is displayed, and after any calculation, you can restore the original sample.
Save Output Data Sets
You can save the data sets created for the conjoint analysis by selecting Save output data sets from the Results menu in the conjoint analysis window. These data sets include the computed utility and importance scores, as well as the transformations and resulting scores.
Performing New Analyses
Select Close from the File menu to return to the main analysis window containing the initial plot. To redo the same analysis with the same data set but with different variable roles, click the Variables button to return to the Conjoint Analysis Variable Selection window. To start a new analysis, choose New data set/analysis from the File menu on the main analysis window. Each time you change the data set or the analysis or exit the application, you are asked if you want to save the changes that you have made during the session. The File menu also contains items for saving and printing the analysis. To quit the Market Research Analysis Application, select End.
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