Conjoint Study Design

Attributes and attribute levels of the Conjoint study.

Attributes / Levels Level 1 Level 2 Level 3 Ordering

Within 5-10
Location Less than 2 miles Within 2-5 miles Decreasing
miles
Very large Large Limited
Office supplies Unordered
assortment assortment Assortment

Furniture Office Furniture No Furniture Unordered

Software and
Computers No computers Software only Unordered
computers

Bundles
Attribute levels for a full-profile, fractional design Conjoint study
Attributes / Bundles Bundle 1 Bundle 2 Bundle 3 Bundle 4

Location Less than 2 miles Less than 2 miles Less than 2 miles Less than 2 miles

Very large Large Limited Large

Office supplies assortment assortment Assortment assortment

Furniture Office Furniture No Furniture No Furniture Office Furniture

Software and
Computers No computers Software only computers Software only

Respondents' Ratings
Respondents' ratings for each bundle (use consistent scale, e.g., between 0 and 100)
Respondents / Ratings Bundle 1 Bundle 2 Bundle 3 Bundle 4
Respondent 1 90 50 50 80
Respondent 2 50 55 95 50
Respondent 3 40 60 90 60
Respondent 4 75 80 60 70
Respondent 5 90 80 70 70
Respondent 6 95 70 70 80
Respondent 7 95 55 55 80
Respondent 8 45 50 90 45
Respondent 9 45 60 95 60
Respondent 10 80 80 65 65
Respondent 11 95 85 65 65
Respondent 12 90 75 75 80
Respondent 13 85 45 45 75
Respondent 14 55 60 90 55
Respondent 15 40 55 95 65
Respondent 16 70 70 65 75
Respondent 17 85 80 75 70
Respondent 18 95 75 65 85
Respondent 19 80 70 75 80
Respondent 20 85 75 70 75
Bundle 5 Bundle 6 Bundle 7 Bundle 8 Bundle 9 Bundle 10
Within 5-10 Within 5-10
Within 2-5 miles Within 2-5 miles Within 2-5 miles Within 2-5 miles miles miles
Very large Large Limited Large Very large Large
assortment assortment Assortment assortment assortment assortment

Office Furniture No Furniture No Furniture Office Furniture No Furniture Office Furniture

Software and Software and

Software only No computers Software only computers computers Software only

Bundle 5 Bundle 6 Bundle 7 Bundle 8 Bundle 9 Bundle 10

85 40 40 90 30 60
50 40 40 85 75 35
45 35 45 85 80 55
90 65 60 85 85 70
80 75 50 75 80 75
80 50 50 70 40 60
80 45 40 85 35 60
55 45 35 75 80 40
50 40 50 80 75 55
85 65 65 80 80 75
80 90 55 70 85 70
75 55 45 65 45 65
80 35 35 85 30 55
45 45 35 90 80 30
40 45 50 75 85 40
85 70 65 80 90 75
65 70 55 70 85 80
80 55 45 65 45 60
70 60 55 80 60 70
65 65 50 85 65 75
Bundle 11 Bundle 12 Bundle 13 Bundle 14 Bundle 15 Bundle 16
Within 5-10 Within 5-10
miles miles Within 2-5 miles Within 2-5 miles Within 2-5 miles Within 2-5 miles

Limited Large Very large Large Limited Large

Assortment assortment assortment assortment Assortment assortment

Office Furniture No Furniture No Furniture Office Furniture Office Furniture No Furniture

Software and
No computers Software only Software only computers Software only No computers

Bundle 11 Bundle 12 Bundle 13 Bundle 14 Bundle 15 Bundle 16

60 30 30 90 80 40
20 25 25 85 35 45
40 45 50 85 50 35
55 60 90 85 70 65
50 60 80 75 50 75
55 50 60 70 50 55
65 40 25 85 75 45
25 30 20 75 30 45
35 40 55 80 45 40
60 65 85 90 75 70
55 65 85 70 55 90
60 55 55 65 45 55
55 35 25 85 75 35
25 30 30 90 30 45
45 45 55 70 60 50
50 60 85 75 70 70
45 65 85 70 45 65
50 55 65 70 45 55
55 65 70 80 60 65
55 60 75 85 65 70