Using the data provided, conduct a conjoint analysis for the 22 combinations based on the responses of the 25 consumers surveyed. You will need to use the syntax (Syntax_prefs_extended) provided to you with some changes to the PLAN and DATA commands.
Upload the SPSS output file of the conjoint analysis below.
Based on the analysis conducted, consider the following questions:
How is the price affecting the preference of consumers?
Is the presence of a Good Housekeeping Seal on the carpet effective in affecting consumers preferences? What is the exact output?
Is there a need for carpets producers to really consider providing the option of a money-back guarantee to customers? Why?
After analysing the outputs, see if you can identify any trends and assess what you think these trends mean for the company. In addition, assess, whether there are any gaps where the company may be able to implement more tactics to gain a competitive advantage.
