Description
Tool Summary 3 Conjoint Analysis Data
1.Define CA/ Assumptions (20%)
2.EXPLAIN Steps for CA (20%)
3.Explain Example(60%)
Draw column chart
Show linearities, non-linearities, sweet
spots – only with numerical values
Best product show product and TPU
Worst product show product and TPU
Is it viable? Why?
Intercept – what does it mean? What is
it in your example?
Overall Feature Importance – Pie
Chart
Simulate Market – 3 products – 3 stages
STAGE 1 :-Now
STAGE 2- I change my product HOT
BUTTON BETTER CHANGE!! ONLY
ONE ATTRIBUTE CHANGES
STAGE 3-competition reacts Do not let
them change a hot button! Only ONE
competitor reacts and they change only
one attribute level
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