Sample Conjoint Interview
The following sample interview was used for the class of 1998 to generate
the analysis used in the lecture slides. You may find it a useful
example of how to construct and distribute a conjoint survey.
The interview should not require longer than 30 minutes and must be
run on a Windows or DOS-compatible computer. It is important to set
the interview context for respondents. Although this context is for
illustrative purposes only, please take the interview as if you were really
involved in a purchase decision.
Interview Context
As a student of the EESOR department, you are a member of the student committee
that decides which personal computers (PCs) to purchase for the EESOR student
lab. In answering the questions, you should assume that the budget
allocated for next year's PCs is $15,000 and that these new PCs would replace
the existing PCs in student lab 499. For instance, recommending
a $3,000 PC would allow only five PCs to be purchased for the lab.
Assignment Instructions
1. Create a new directory on your hard disk or floppy.
2. Download the interview: Conjoint.exe
.
A Save As... window will allow you to place the file in this directory
you just created.
3. From this directory in Windows Explorer, double-click
on "Conjoint".
A PKSFX window will allow you to extract the required files to this
directory.
4. From this directory in Windows Explorer, double-click
on "Acq" to begin the interview. Follow the on-line instructions.
5. Use your Stanford student ID as your respondent
number. For reference, a description of product characteristics is
provided below (on the reverse side of the handout).
6. After the interview is completed, several data
files are created. To receive full credit, you need to turn in two
files:
These files are due by April 6 1:30 PM, either via:
-
email to yourname@stanford.edu using subject line "483 conjoint"
-
diskette dropped off in the envelope outside of Terman 402.
Note: The interview is designed to allow multiple respondents to
take the interview in succession. One suggestion is to get together
with your group and take the interview one after another. If you
do so, you need turn in only one "Eesor.utl" file and one "Eesor.acd" file,
each of which will contain data sets for each one of you.
Thank you for your participation. If you have any questions, please
email yourname@stanford.edu .
PERSONAL COMPUTER CHARACTERISTICS
Brand
Compaq
Dell
Zeos |
Hard Drive
2.5 MB hard drive
4.0 MB hard drive
8.4 MB hard drive |
Warranty
90-day warranty
1-year warranty
2-year warranty |
RAM
32 MB RAM
64 MB RAM
128 MB RAM |
Processor
Pentium 233 MHz
Pentium 266 MHz
Pentium 333 MHz |
Modem/Internet Access
NO modem/Internet access
Modem and Internet access |
Lab Assistance
1 lab assistant
2 lab assistants |
Price per Computer
$1,000
$2,000
$3,000 |
Keyboard/Mouse
Ergonomic keyboard/mouse
Standard keyboard/mouse |
|