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OPSM 405 Service Management

Ko ç Un iversity. OPSM 405 Service Management. Class 10: Conjoint Analysis using Excel. Zeynep Aksin zaksin @ku.edu.tr. Overview of method. Service characterized by attributes Each attribute has a limited number of levels Ask individuals about their preferences

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OPSM 405 Service Management

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  1. Koç University OPSM 405 Service Management Class 10: Conjoint Analysis using Excel Zeynep Aksin zaksin@ku.edu.tr

  2. Overview of method • Service characterized by attributes • Each attribute has a limited number of levels • Ask individuals about their preferences • On a selected group of combinations • On all possible combinations • We will assume that preferences are expressed in terms of ratings • Analyze ratings (using linear regression) to develop a value system for each individual • Perform output analysis

  3. Doing basic conjoint in Excel: design of a sweater • Consider 3 attributes: fabric (cotton, polyester, lambswool); color (red, blue); price (50, 100, or 150 YTL) • Full-factorial experimental design: (3)(2)(3)=18 product concepts • Ratings on a scale of 0-10 (least-highest preference) • Code data in Excel (removing linear dependency) • Perform multiple regression in Excel • Spreadsheet available on F drive

  4. Step by step procedure • Collect preference data: want to have at least as many cards as variables to be estimated • Code using “dummy coding”:1 if feature present, 0 otherwise • Remove linear dependency, take reference level as 0 • Perform simple multiple regression: Y=b1(P)+b2(L)+b3(Blue)+b4(100)+b5(150)+ constant+error

  5. In class exercise • Designing a new breakfast buffet for KU • Will serve breakfast items; trying to understand valuations • Attributes: • Drink: coffee, tea, juice • Basics: Simit, acma, toast • Extras: Omelette, fruit, cheese • Price: value, Divan, premium

  6. Rate the following cards based on your own preferences • #1: Tea, Toast, Omelette, Value • #2: Tea, Simit, Cheese, Premium • #3: Coffee, Toast, Fruit, Premium • #4: Juice, Toast, Cheese, Divan • #5: Juice, Simit, Fruit, Cheap • #6: Juice, Acma, Omelette, Premium • #7: Coffee, Simit, Omelette, Divan • #8: Tea, Acma, Fruit, Divan • #9: Coffee, Acma, Cheese, Cheap • #10: Tea, Acma, Omelette, Premium • #11: Coffee, Toast, Omelette, Premium • #12: Juice, Simit, Cheese, Divan • #13: Tea, Simit, Omelette, Divan • #14: Coffee, Acma, Fruit, Cheap • #15: Juice, Acma, Fruit, Premium

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