Example NIPO Conjoint Measurement

NIPO ODIN Version 5.17

Example NIPO Conjoint Measurement

This example deals with an intercontinental flight to Bangkok. The product has several features: type of connection, airline, price, et cetera. For every feature several levels can be defined: for type of connection non-stop, 1 stop and making a transfer; for airline KLM, China Airlines, et cetera.

Product: flight to Bangkok: Features and Levels

			Features
	Connection type	Price	Airline	Service on board	Pre / post flight service
Levels	non-stop	€ 1350,-	KLM	extra legroom	€. 35,- discount on parking fees at airport of departure
	direct	€ 1200,-	China Airlines	good meals	€. 15,- discount on KLM Express
	transfer	€ 1050,-	Garuda	friendly staff	tax-free voucher of €. 15,- per person valid at airport of departure
		€ 900,-	Singapore Airlines	broad selection of films / music	€. 25,- discount on taxi fare to airport of departure
		€ 750,-	Thai Airways	free newspapers	discount voucher to the value of €. 35,- on hire car at destination
		€ 600,-	Malaysian		discount of €. 15,- per person on travel insurance
			Eva Air

So there are 5 features, totally containing 27 levels.

At the start of the Conjoint section every feature is shown, and the respondent is asked to mark unacceptable levels for each feature. Examples of these would be a price of €. 1350,- a transfer, et cetera.

The remaining levels then have to be ordered hierarchically by the respondent. The exception to this is the Price feature, which may be ordered automatically as we may assume the respondent favors lower pricing.

Finally the importance of the difference between the first and the last level as ordered by the respondent is asked.

Then the profiles will be constructed, initially having 2 features (for example airline and price), of which 2 levels are shown (for example KLM and Garuda, and €. 1350,- and €. 1050,-). The number of features listed on the screen increases slowly as profile after profile is shown; of each feature only 2 levels are shown. The respondent must to mark his / her preference for one of the two profiles on a scale from 1 to 9.