Training Tips

[Skip Global Navigation]

Training

Training Home

SPSS Trainer Tip: SPSS Conjoint™

Instructor profile

John Harnisher

Name: John Harnisher

Home office: SPSS New York

About John: John, a senior instructor, has a master’s degree in organizational psychology from New York University, from which he will soon receive his doctorate. John has been an SPSS instructor since 1997.



Accessing data files quickly in SPSS Conjoint

Conjoint analysis helps organizations understand which factors drive decisions. Analysts determine factor preferences by presenting multiple combinations of factors and asking respondents to rank them. Market researchers often use conjoint analysis to determine which product features are most critical to purchase decisions.

Conjoint analysis must currently be run using syntax. Unlike most procedures in SPSS® for Windows®, conjoint analysis requires the user to invoke two files: the plan file and the data file. The plan file contains the combinations that will be presented to the participants. The data file contains the participants' responses. Both files are presented in the first two lines of syntax in Figure 1 below.

The syntax includes the full location of the plan file, but uses an asterisk to alert SPSS to use the file in the data editor as the data file. The researcher often reviews the data file or plan file directly before running the conjoint analysis. The handy syntax shortcut in Figure 1 below should save time during analysis.

You can also save utilities—the values assigned to each factor from the conjoint—using the utility command. Make sure to include the utility command at the end of the syntax run and indicate where to save the file. You can use this to segment customers based on their preference patterns.

CONJOINT
    /PLAN='C:\Program Files\SPSS\samplefiles\plan.sav'.
    /DATA=*
    /SUBJECT=variable
    /FACTORS=
    /UTILITY= 'FILE LOCATION'.

Figure 1

We offer SPSS courses at locations around the world.
Find a course in the location nearest to you.