A product or service area is described in terms of a number of attributes. For example, a smartphone may have features/ attributes such as:
With QuestionPro, you can setup features/ attributes in a Conjoint question type as shown below:
Click on "Add Question"
Go To: Advanced » Choice Models » Conjoint
Next, enter Features as per your current survey needs. For example, if you are doing a survey to understand which Smartphone, users would prefer from Brand, Cost and Camera quality perspective, one would enter below mentioned details:
Brand
Price/ Cost
Camera
Note: In the above example, Brand, Price and Camera are the Features whereas different brand names, different prices and camera configurations are called levels
When analysing data, to check Brand Premium analysis, Brand and Cost/Price attribute types are necessary. The report is generated based on the feature/attribute type.
Note: Setting up Feature Attribute type is necessary to run Brand Premium analysis under Conjoint Analysis