Conjoint Analysis - Analysis of Dependence

Conjoint Analysis - Analysis of Dependence

Factor analysis, multidimensional scaling, and cluster analysis, the subjects of Chapters 17 and 18, are termed analysis of interdependence techniques because they analyze the interdependence between questions variables, or objects. The goal is to group or position variables or objects. In contrast, when there is a single variable that is the focus, such as a person s preference for a new concept, the goal is to predict this preference level or :: understand what influences it. Such a variable is termed a dependent variable. The variables that are used to predict or explain the dependent variable are termed independent variables. The techniques employed to help analysts predict or explain are termed analysis of dependence techniques.
Conjoint analysis is an analysis of dependence technique. The dependent variable is the preference judgment that a respondent makes about a new concept. The independent variables are the attribute levels that were specified. Thus, one motivation is prediction. What sales or usage level will a new concept achieve? A second is understanding relationships. What is the effect on preference of changing one of the attribute levels? In the next chapter, several more analyses of dependence techniques will be introduced including regression analysis, discriminant analysis, and AID and a data analysis overview will be presented in which the various data analysis techniques will be positioned.

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