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Calcimator

Conjoint Analysis Calculator

Calculate the relative importance of product or service attributes from conjoint analysis utility ranges. Determine which features matter most to your respondents.

Inputs

Results

Attribute 1 Importance

50%

Attribute 2 Importance36%
Attribute 3 Importance14%
Most Important AttributeAttribute 1
Total Utility Range5
How to Use This Calculator
  1. Enter the number of product attributes and the number of levels per attribute.
  2. Set the number of survey respondents and the number of choice tasks per respondent.
  3. Input attribute importance weights from pilot data or expert judgment.
  4. Review the Utility Scores for each attribute level and the Relative Attribute Importance ranking.
  5. Use the Market Simulation output to predict share of preference for different product configurations.

How the result changes with Attribute 1 Utility Range

Attribute 1 Utility RangeAttribute 1 Importance
10097.56%
35099.29%
65099.62%
90099.72%

What each input means

Attribute 1 Utility Range
The difference between the highest and lowest part-worth utilities for attribute 1 (e.g., price). Larger ranges indicate greater impact on preference.
Attribute 2 Utility Range
The difference between the highest and lowest part-worth utilities for attribute 2 (e.g., brand). Calculated from your conjoint regression output.
Attribute 3 Utility Range
The difference between the highest and lowest part-worth utilities for attribute 3 (e.g., color). Set to 0 if you only have two attributes.

How this is calculated

Worked example, using the default values

  1. Identify Input Parameters
    Attribute 1 Utility Range = 2.5, Attribute 2 Utility Range = 1.8, Attribute 3 Utility Range = 0.7 = 3 input(s) provided
  2. Calculate Attribute 1 Importance
    Attribute 1 Importance
    50 = 50
  3. Calculate Attribute 2 Importance
    Attribute 2 Importance
    36 = 36
  4. Calculate Attribute 3 Importance
    Attribute 3 Importance
    14 = 14

Engine last updated . Checked against 1 independently-derived test — how we verify calculators.

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