Before Using the Software
1. Prior to setting up and experiment - Define the Problem
Before using the software, you should have a clear idea of the experiment you wish to perform.
To recap, choice experiments allow the exploration of how different attributes affect a person's choice. A concrete example, which will be followed through, is the problem of understanding how a product's features affect the likelihood of purchasing it.
Example Problem
We will look at understanding how people choose pizzas, in this case we are just looking at how the attributes of a pizza influence choice to buy. In this example we are looking at a situation where a consumer chooses from a set of competing brands however all attributes are the same for each brand, this is known as a generic model. We are just interested in how the features influence purchase. Consequently the experiment will involve showing two hypothetical pizzas side by side.
Our main effort here is in describing the pizzas in terms of Attributes and Levels. Remember from before that the attributes are independent and the levels are just the hypothetical values each attribute could take.
| Attributes | |
| Brand | Dominos, Pizza Hut, Eagle Bros., La Bussollia |
| Topping | Supreme, Meat Lovers, Pepperoni, Vegetarian |
| Delivery | Pickup Only, Free Delivery, $5 Delivery, $10 Delivery |
| Price | $7.95 to $13.95 |
| Promotion | 20 minute delivery or free, free garlic bread, free cheesecake, chance to win |
| Choice Task: Which of the two would you choose? | |
0 Comments