NIPO ODIN Version 5.17
Example NIPO Conjoint Script
Example NIPO ODIN Questionnaire for NIPO Conjoint
*FONT 5SUBJECT: AIRLINE SERVICES
(Conjoint measurement)
*FONT 1Demo NIPO Conjoint Measurement in NIPO CAWI.
Copyright NIPO Software.
*FONT 0 "Swift 12 (0 0 128)"
*FONT 1 "Swift 12 Bold (0 0 128)"
*FONT 2 "Swift 12 Bold (128 64 255)"
*FONT 3 "Swift 12 Bold (0 128 0)"
*FONT 4 "Swift 12 Bold (0 0 128)"
*FONT 5 "Swift 20 Bold (0 0 128)"
*QUESTION 66666
In This questionnaire you will be asked to make a profile of your ideal flight to the Far East. You will see NIPO's version of the adaptive conjoint analysis method.
First you will be asked to indicate which service aspects of the airline you find unacceptable.
Then the remaining aspects must be ranked in the order of preference, after which you are asked to indicate the relative importance of a selected set of service aspects.
Finally the service aspects are combined by the program to service packages and proposed to you. You can give your opinion by means of an optical scale. The best three packages are then rated using a continuous scale.
** First the lists (= characteristics) with levels
** You can either give the lists a name (between quotes)
** or a number between 1 and 9.
*LIST "Company"
1: Lufthansa
2: China Airlines
3: Garuda
4: Singapore Airlines
5: Thai Airways
6: Malaysian
7: Eva Air
*LIST "Type of connection"
1: non-stop
2: direct (1 stopover\same aircraft)
3: transfer (stopover to different aircraft)
*LIST "Price"
1: € 1350
2: € 1200
3: € 1050
4: € 900
5: € 750
6: € 600
*LIST "Discounts"
1: € 35 discount on parking fees at airport of departure
2: € 15 discount on Lufthansa Express
3: tax-free voucher of € 15 valid at the airport of departure
4: € 25 discount on taxi fare to airport of departure
5: discount voucher to the value of € 35 on hire car at destination
6: discount of € 15 per person on travel insurance
*LIST "Extras"
1: extra legroom
2: good meals
3: friendly staff
4: broad selection of films\music
5: free newspapers (English\German)
** Start of the main questionnaire
** The introductory screens for conjoint measurement follow
** For the meaning of each screen see the ODIN-manual.
*PUT CONJTXT[1] "Feature: "
*PUT CONJTXT[2] "
With your help we would like to establish what you consider to be important when choosing an airline, should you wish to fly from Frankfurt to Bangkok for your holiday and travel on from there.
We offer you possibilities that you would in reality be able to choose from. The program enables you to make comparisons that you would in reality also make.
"
*PUT CONJTXT[3] \
"
The trip concerned is a holiday by air to the Far East. The choice to be made actually only concerns the flight to Bangkok. Not, therefore, the whole package.
So try to imagine that you are busy choosing a flight to Bangkok.
"
*PUT CONJTXT[4] \
"
You can select the alternatives by mouse to make a choice. Try to imagine you are making a REAL choice, that you are REALLY looking for the best alternative for yourself for a flight to Bangkok.
"
*PUT CONJTXT[5] \
"
First we present a number of alternatives regarding various aspects of the flight. Your initial task is to determine which of these alternatives are absolutely UNACCEPTABLE to you.
Options ruled out do not reappear, so be careful not to rule out too much (You would not do that in a real situation either). For each feature at least two alternatives must be left. For the features 'Price' and 'Company' four alternatives must be left.
"
*PUT CONJTXT[11] \
"
You have indicated which alternatives you found to be absolutely unacceptable.
We would now like you to indicate your preference regarding a number of aspects of the holiday flight to Bankok.
We ask you to select your first preference in respect of each aspect (for example: in-flight service).
Subsequently select your second choice et cetera.
You will notice that you do not have to rank the price (we assume that you'll answer that you prefer the cheapest possibility), nor the connection type (we assume you'll prefer to fly non-stop).
"
*PUT CONJTXT[21] \
"
It is now interesting to establish how heavily you lean towards a particular alternative. You have indicated where your preference lies.
We now ask you to indicate how important you consider the difference between two alternatives. In this way we obtain ever greater insight into the kind of holiday flight you are looking for.
"
*PUT CONJTXT[31] \
"
On the basis of your choices so far, the computer is able to present profiles of flights where you will be shown combinations.
In this way you will be steered into making subtle choices. The intention is that you weigh up the different flights as carefully as possible.
All prices shown are for return flights from Frankfurt to Bangkok!
"
*PUT CONJTXT[32] \
"
Some more explanation: in the next questions you will see descriptions of two flights, one in a box on the left and one on the right. You will also see an optical scale which you can select using the mouse.
If you consider the flight shown on the left-hand side to be more pleasant or better for yourself, you select the scale to the left. The more you select to the left, the better you like the left option. If you consider the flight shown on the right-hand side to be more pleasant or better for yourself, you select to the right. The more you select to the right, the better you like the right option.
"
*PUT CONJTXT[41] \
"
This is the final part of the interview. Together we have reviewed a great many possibilities.
Three profiles of flights have now been calculated by the computer and will be presented to you in the next questions.
You will most probably find the first flight a less than attractive proposition and be unlikely to choose it in reality. The second should be more to your liking, and the third is most likely to comply with your ideal.
"
** The question texts follow.
*PUT CONJTXT[10] \
"Choose each alternative which is UNACCEPTABLE to you. Make sure at least two alternatives must be left (four for Company and Price).
Choose [OK] if all (other) alternatives are acceptable."
*PUT CONJTXT[20] \
"Now put the alternatives in order of your preference. First select the alternative you prefer most, then select your second preference, etc."
*PUT CONJTXT[30] \
"How important do you consider the difference between the alternatives below? Please choose an answer from the scale below."
*PUT CONJTXT[26] \
"Not important at all"
*PUT CONJTXT[27] \
"Important to some degree (I would not base my decision on this)"
*PUT CONJTXT[28] \
"Very important (B would have to be very good in other respects)"
*PUT CONJTXT[29] \
"Extremely important (I would hardly ever accept B)"
*PUT CONJTXT[40] \
"Position the scale below to indicate your preference."
*PUT CONJTXT[50] \
"How likely is it that you will choose the flight shown below? Answer by typing in a percentage, where 100 means very likely, 0 means very unlikely.
Type in a number from 0 to 100, then choose [OK]."
** the conjoint task itself follows
*CONJ L300
*LIST "Company" *MIN 4
*LIST "Type of connection" *AUTO
*LIST "Price" *INV *MIN 4
*LIST "Discounts"
*LIST "Extras"
*ENDCONJ
** End of conjoint measurement module
** After you close the conjoint measurement module you can only go back
** to the beginning of the conjoint measurement module. So you can't just
** change the answer of the last questions. Therefore a *NOTBACK is used here.
*NOTBACK
*QUESTION 3
These were all the questions.
Thank you kindly for your cooperation.
*END
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