This isn't how consumers make choices. So we have assigned the different labels, the sizes we just got back from the normalization of the data, we're also assigning some color and some layout parameters, and then plotting our graph with a little plotting magic, so let's run that. Learn more. This is how we selected the 8 articles among the 18 possible ones. (4.3 Profile Restrictions) RIAce0|l\,eJ2b@`sv The number of possible articles explodes when the number of different features surveyed rises. Download courses using your iOS or Android LinkedIn Learning app. Recently, Conjoint Analysis and Choice-Based Conjoint Experiments have gained interest among social scientists to understand and predict people's preferences in a multi-dimensional and multi-choice environment. This course is an introduction to the logic and basicnotions of conjoint analysis (CJA). Added a JavaScript randomizer to supplement the existing PHP randomizer. Added a feature to allow users to generate designs that prevent identical profiles from appearing in a single task (off by default). Please bring yourlaptop withthe latest version of R (3.6.x, Planting of a Tree), R Studio (1.2.x) and Python 2.7 installed. Three basic dimensions we can cut in when starting an analysis. Web survey methodology, Chapters 5, 6 and 7 How to see the number of layers currently selected in QGIS. So again, we have a variable name called X, we've assigned that our dataframe, and we've now gone ahead and specifically declared which columns of our data we want to belong to this value of X. And we're going to run this inplace operator, which in essence just says hey, replace the dataframe that we already have established. To subscribe to this RSS feed, copy and paste this URL into your RSS reader. How were Acorn Archimedes used outside education? I will detail this problem and its solutions later. Doing Surveys Online,Chapters 6 and 15 >> 9gwv}D}f.(i?SEJ It does not give us a lot of information. Note that Python 2.7 and Python 3.7 are not the same. And let's do a quick snapshot of what we're working with here, so we'll just type in the variable that we just assigned to our data frame, myConjointData, and I'll run that. How we envisioned AI and NLP to bring Foresight to Product Planning for Food and Beverage Industry? The following example of Conjoint Analysis focuses on the evaluation of market research for a new bike. The code traits_a.join("|") binds the values of the trait arrays into a single pipe-separated character string and the Qualtrics.SurveyEngine.setEmbeddedData() function stores that string in the named embedded data field. Work fast with our official CLI. How many respondents should I be targeting? then Add to Home Screen. How much lemon do you prefer in your lemonade? << /S /GoTo /D (subsection.4.2) >> then Add to Home Screen, Alberto Stefanelli is aFWO PhD Fellow at the Institute for Social and Political Opinion Research at KU Leuven and a Visiting Researcher at the Department of Political Science at Yale University and at the Department of Sociology at New York University. endobj Curse of dimensionality is the main drawback of Conjoint Analysis. I choose to select 8 relevant articles among the 18 possible articles: Then we need to survey our respondents. And then we run that and now we have a visual that could represent the next breakthrough for social media. His research interests include radicalism, voting behaviour, democratic erosion, and political methodology. For discrete features, this is pretty simple. WebConjoint analysis is sometimes referred to as trade-o analysis because respondents in a conjoint study are forced to make trade-os between product features. If you are already familiar with conjoint analysis or you are interested in the broader theory behind conjoint and factorial experiments, this is not the right course for you. Orientation to UI for R, Python, and Tableau. The next phase would require doing a price elasticity study. One question remains. 08e97b9 19 minutes ago. endobj Sage. This is advisable as the binary package is much larger than the source since it includes the necessary Python libraries and interpreter. For a given concept profile defined by a level for each of the four attributes, we use a first choice based model also known as the Maximum Utility Model. The Conjoint Survey Design Tool assists researchers in creating multi-dimensional choice experiments that can be readily incorporated into any pre-existing web survey software (such as Qualtrics). 8. To learn more, see our tips on writing great answers. "H +CJy>Rb'JA/I9@_6 With that done, the survey should be good to go! stream The first two steps involve defining feature values and sampling from them. So it is impossible to physically create every possible combination of candidate profiles. Although you are allowed to use other solutions, we will also use RStudio, which is an easy-to-use interface to R. If you encounter any problems with R Studioon your local machine, use R Studio Cloud. Please Cambridge University Press, Gustafsson, A., Herrmann, A., Huber, F. How many attributes should be shown to the respondent at a time (if a full profile is not an option)? So use software that can prepare cards/sets for you. WebProPythia: A Python Automated Platform for the Classication of Proteins Using Machine Learning Ana Marta Sequeira1(B) easy-to-use tool to apply ML analysis over protein sequences. << /S /GoTo /D (section.6) >> Install this application on your home screen for quick and easy access when youre on the go. Political Communication, 0(0), 113, Hainmueller, J., & Hopkins, D. J. You can update your choices at any time in your settings. endstream endobj 624 0 obj[/ICCBased 632 0 R] endobj 625 0 obj<> endobj 626 0 obj<> endobj 627 0 obj<> endobj 628 0 obj<> endobj 629 0 obj<> endobj 630 0 obj<>stream The course will focus in particular on: 1. LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and to show you relevant ads (including professional and job ads) on and off LinkedIn. 48 0 obj Share Lets start with an example. A tag already exists with the provided branch name. (5.1 How to embed your design into a Qualtrics question) Here are the LENGTH feature part-worth utilities: Medium readers prefer short articles and do not like long articles. If the answer is A, the Medium reader gives more importance to CLAPS feature. 639 0 obj<>stream ECPR, Harbour House, 6-8 Hythe Quay, Colchester, CO2 8JF, United Kingdom, Attend at least 90% of course hours, participate fully. I present the general idea of conjoint experiments. But we can admit ordering all possible articles is a heavy question to ask. endobj One concern with using javscript to randomly sample is that javascript is a client-side technology, so the randomizations are executed by the respondent's browser rather than the Qualtrics server. Learn the most in-demand business, tech and creative skills from industry experts. This solution offers a simple way to compute a ranking by computing the mean ranks given to articles by each respondent. Instead they compare products holistically. We could design a survey like: Q1. For discrete features, this is pretty simple. By controlling the attribute pairings in a fractional factorial design, the researcher can estimate the respondents utility for each level of each attribute tested using a reduced set of profiles. This software tool is designed as a companion to Hainmueller, Hopkins and Yamamoto (2014), providing a graphical user interface for generating conjoint experiments. In Stata it would be something like: In R, there are multiple strategies but something like: would give you a data frame that could be cbind()-ed on to the original data frame. So all of this should be a little bit of a refresher from those earlier videos, and lastly, we want to go ahead and run the summary of that so we can see the output from our regression. The advantages of conjoint experiments compared to other designs. Repeat this for however many profiles are needed. Specifically, I focus on AMCEs, marginal mean and omnibus F-test. And I have my metadata file, so I can add in names that are more descriptive here, so we've done that right here. 3. The study is for a cosmetic product.The company would like to compare it to 3 or 4 other competitive products, asking questions about 5 attributes (including price). Users can now export JavaScript snippet that can be placed directly within a Qualtrics question to generate the conjoint tasks for a respondent. A comprehensive programme of cutting-edge qualitative and quantitative methodological training delivered by experts across two annual events. Our column names are a little bit cryptic, so we're going to do a little bit of data munching here to clarify what those are. x- [ 0}y)7ta>jT7@t`q2&6ZL?_yxg)zLU*uSkSeO4?c. R -25 S>Vd`rn~Y&+`;A4 A9 =-tl`;~p Gp| [`L` "AYA+Cb(R, *T2B- In this small case study, I will show you how you a can understand your customer by their actual underlying preferences by showing you a concrete example of a conjoint analysis. WebConjointly forms the complete list of product constructs using all possible combinations of levels. trailer The simulated data set is described by 4 attributes that describe a part of the bike to be introduced in the market: gear type, type of bike,hard or soft tail suspension, closed or open mud guards. << /S /GoTo /D (section.5) >> Site design / logo 2023 Stack Exchange Inc; user contributions licensed under CC BY-SA. Please 32 0 obj Just tap Here we used Immigrant conjoint data described by [6]. It consists of 2 possible conjoint methods: choice-based conjoint (with selected column as target variable) and rating-based conjoint (with rating as target variable). [11] has complete definition of important attributes in Conjoint Analysis This package can be installed directly from CRAN. WebThe conjoint.js contains our complete javascript code, which I will explain a bit here. << /S /GoTo /D (subsection.5.1) >> taking into account new developments in the field, participant demands, group size, etc). (2 A Brief Overview of Conjoint Analysis) search. You signed in with another tab or window. It helps determine how people value different Routledge, Toepoel, V. (2016) 64 0 obj All of this code has to come before everything above (again, see conjoint.js for a complete working example).

Survey Design

3 !1AQa"q2B#$Rb34rC%Scs5&DTdEt6UeuF'Vfv7GWgw 5 !1AQaq"2B#R3$brCScs4%&5DTdEU6teuFVfv'7GWgw ? AdaptiveQuestionnaire.py. : In the below code you will also see how we generated a random continuous age value using: Which draws a random number between 0 and 1, converts that to the range 35-75, and converts the value to a string. The final stage in this full profile Conjoint Analysis is the preparation of estimates of choice share using a market simulator. By clicking Post Your Answer, you agree to our terms of service, privacy policy and cookie policy. We also added three additional complexities: One of our features, age, was continuous so we simply randomly sample numbers in a given range (35-75). The physical layout and styling here are totally irrelevant. Be well prepared for more advanced conjoint and factorial design courses or workshops. Saturday 15 February09:0012:30 and 14:0017:30. And looks like next up is our photo feature one, or PhotoF1. 10. These look like: You can then use simple string manipulation to convert these to separate variables. ]ahL&0%3/Vl a[c{8='fg9+ - k$3# We used a* to indicate features of "Candidate A" and b* to indicate features of "Candidate B" and numbered the attributes vertically top to bottom but this is totally arbitrary. /Filter /FlateDecode MathJax reference. And the Ux1 ranks next in line at a 3.05. By registering for this course, you confirm that you possess the knowledge required to follow it. Experimental Political Science and the Study of Causality:From Nature to the LabChapters 2 and 7 endstream endobj 638 0 obj<>/Size 617/Type/XRef>>stream One of the greatest strengths of Conjoint Analysis is its ability to develop market simulation models that can predict consumer behavior to changes in the product. We will briefly discuss subgroup differences and visualisation. Depending on the size of your sample population, you may want to limit the number of your attributes that respondents can reply to in order to avoid potential issues that can occur based on the size of your attribute matrix. The focus will be on Choice-Based Conjoint measurement but we will briefly discuss other measurements (e.g. %PDF-1.4 +500 claps. This html should then be used as the question content in Qualtrics. endobj 45 0 obj Validating vignette and conjoint survey experiments against real-world behavior << /S /GoTo /D (section.2) >> PS : on how to choose c or confidence factor, A smaller c causes small shares to become larger, and large shares to become smaller having a flattening effect and viceversa with a larger c having a sharpening effect. There are no specific requirements other than being able to use a browser (for dataset downloads and R Studio Cloud) and having installed R Studio and Python 2.7. Now, with the seeds configured and used to seed the PRNGs, and the feature values randomly sampled, we can now use the Qualtrics Javascript API to Question API to modify the displayed question text and store the displayed values as a further embedded data field. Conjoint analysis is a type of survey experiment often used by market researchers to measure consumer preferences over a variety of product attributes. to use Codespaces. Digital content from across our activities and community: lectures, seminars and discussions available to stream via our podcast //Qualtrics.SurveyEngine.setEmbeddedData('traits2a', traits_a.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits2b', traits_b.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits3a', traits_a.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits3b', traits_b.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits4a', traits_a.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits4b', traits_b.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits5a', traits_a.join("|")); //Qualtrics.SurveyEngine.setEmbeddedData('traits5b', traits_b.join("|")); You signed in with another tab or window. An Example Conjoint Experimental Design in Qualtrics. Browse other questions tagged, Start here for a quick overview of the site, Detailed answers to any questions you might have, Discuss the workings and policies of this site, Learn more about Stack Overflow the company. We will apply these notions by looking at different applications of conjoint analysis within the field of behavioural sciences. 5 0 obj endobj Thanks for contributing an answer to Cross Validated! https://www.python.org/download/mac/tcltk/. I introduce the logic underlining conjoint experiments, their development, and the reasons behind the rising interest in them within the social sciences. Note: Dropp's guide discusses how to also randomize the order of the attributes within the profiles. Hainmueller, Hopkins and Yamamoto (2014) demonstrate the value of this design for political science applications. The Ravit Show Q&A: How More Data Observability Leads To Better Governance. This poses real analytic and user-experience risks, so we need to find a way to ensure that the displayed profiles are unaffected by any refreshes or browser mishaps. V)gB0iW8#8w8_QQj@&A)/g>'K t;\ $FZUn(4T%)0C&Zi8bxEB;PAom?W= 2015 Added "Export to R" feature to allow designs to be exported to the (forthcoming) conjoint R package for estimating component effects, Added automatic question templates for use in Qualtrics. << /S /GoTo /D (subsection.3.2) >> I don't know if my step-son hates me, is scared of me, or likes me? Please consult the conjoint_sdt_manual.pdf file located in the Manual folder for detailed instructions on how to use the GUI design tool. Download the files the instructor uses to teach the course. If nothing happens, download GitHub Desktop and try again. Conjoint experiments use "partial orthogonal designs" or "optimal designs" which are not easy to prepare by hand. Write a small js script that randomly samples from all possible traits and save this as javascript in the Qualtrics question. Instead of asking survey partcipants about how they feel about specific characteristics, instead the particpants are asked to evaluate holistically. 52 0 obj % This tutorial details what Conjoint Analysis is and provides a simple example in the R to design your own Conjoint Analysis. sign in And now I'm going to generate a linear regression model, which really brings us full circle for the course, and we'll fit those values, and so ultimately this is going to produce a multiple regression. and b_list[i] ("b1", "b2", etc.) This no longer requires users to have a second server to host the PHP script and allows the randomization be carried out entirely within Qualtrics. helps in assigning utility values for each attribute (Flavour, Price, Shape and Size) and to each of the sub Note also that javascript is 0-indexed so that the first value in the array is extracted using array[0] (unlike say R). What is conjoint analysis? 0000002558 00000 n If you installed Python. To run the Conjoint SDT from Python source, unpack the Conjoint SDT directory to the desired location and run the conjointSDT.py le through the Python interpreter (this can be done through the command line by calling python conjointSDT.py). Available at SSRN 2627907, Strezhnev, A., Hainmueller, J., Hopkins, D. J., & Yamamoto, T. (2013) (1 Introduction) Read and find how a laptop startup can beat Dell, Acer, Apple & Co. using a conjoint analysis. 0000004551 00000 n This plat-form was tested in the classication of membrane active anticancer and antimicrobial peptides. 617 23 So in other words, when we first looked at regression earlier in the course, we plotted one independent variable, but now we're going to plot many, and I'll do that this way. Conjoint Analysis, short for "consider jointly" is a marketing insight technique that provides consumers with combinations, pairs or groups of products that are a combination of various features and ask them what they prefer. (4 Using the SDT) Here are feature values we will study: You can ask a Medium reader what value he would prefer for each feature: What LENGTH do you prefer? If nothing happens, download Xcode and try again. Indeed, in our case, with 18 different articles, all possible trade-offs are 2 among 18: 153 questions. The Hidden American Immigration Consensus: A Conjoint Analysis of Attitudes toward Immigrants There was a problem preparing your codespace, please try again. So of our three different attributes in our seven different levels, if we do a rank order, just by looking at our coef column, right here, that special sauce number three, so this venerable secret sauce for our social media startup, ranks highest, so we can see that at a 3.6. You've asked a series of serious questions which ought to work through by reading literature on conjoint analysis and choice studies. In practice, we should try different selections. - [Instructor] One of the most challenging aspects of running an analysis like the one we're discussing is the design of the survey at the It is simply an HTML file: As you will see, it is an HTML table with placeholders for each feature value. $@(0A "@C2x f'h9h1N 88wi 0000013821 00000 n Make sure they work and that you can run a script before coming to class since we will have no time to resolve technical issues. If not, youll get a toy dataset to play with. << /S /GoTo /D (subsection.4.3) >> Knowledge of programming is an advantage. We constrained two other features (race and religion) to use unequal sampling probabilities. WebConjoint analysis with Python. We constrained another feature, party, to always display one Democrat and one Republican, so the code for this is a bit different. Again, what we know at this stage of the game, we're using N as representative of 12, that's how many data points we have, but I know this is aggregate data, so we're just going to wave our hands at that statement and just move on, then. (Discrete Choice Conjoint Analysis), Providing "Either" option in a discrete choice question in a questionnaire survey. This post introduces the key concepts in designing experiments for choice-based conjoint analysis (also known as choice modeling). This commit does not belong to any branch on this repository, and may belong to a fork outside of the repository. WebStrong numerical sense, capable of quantitative analysis (MS Excel / SPSS/ Python). Factorial Survey ExperimentsChapter 3 HU]o6}nS$E}p2$v1X!Y"K_Kn]1ls9:Wmu"rN{-9[C:Uzn ojlqd,z(uBed2KsBg_C If nothing happens, download GitHub Desktop and try again. This ranking allows us to perform the conjoint analysis. sign in Lets come back to the initial 18 possible articles, we have to survey Medium readers to order these 18 articles according to their preferences. xref To review, open There is one very important final issue that must be addressed for this to work correctly. This is a self-contained package that requires no additional libraries to function. I hope to build a portfolio in excel of how to apply conjoint analysis with more advanced products and complex market. 25 0 obj The study is for a cosmetic product.The company would like to compare it to 3 or 4 other competitive products, asking questions about 5 attributes (including price). Conjoint Analysis, short for "consider jointly" is a marketing insight technique that provides consumers with combinations, pairs or groups of products that This is much better! This course will use R, which is a free and open-source programming language primarily used for statistics and data analysis. I give an overview of different types of conjoint design, their use, and their limitations. 5. If nothing happens, download Xcode and try again. several imagesHow many CLAPS do you prefer? The HTML doesn't need to be changed, but the javascript should be commented/uncommented to draw the relevant seeds and store the feature values in the relevant embedded data field. This approach allows researchers to estimate the effect of each individual component on the probability that the respondent will choose a profile. Apply up to 5 tags to help Kaggle users find your dataset. Create a "Web Service" entry with the following configuration: You will need to setup one of these "Web Service" entries for each conjoint profile, saving the seed as a unique embedded data field. And which software? For example, in this example, participants are shown descriptions of two hypothetical political candidates with numerous demographic and attitudinal features: Participants then indicate which of the two alternatives they prefer and the data are analyzed using regression with respondent fixed effects (and/or standard errors clustered by respondent) in order to estimate the marginal contribution of each feature (trait factor) averaging across all of the other combinations of feature levels. Attaching Ethernet interface to an SoC which has no embedded Ethernet circuit, Site load takes 30 minutes after deploying DLL into local instance, Toggle some bits and get an actual square, What CiviCRM permissions do I need to grant in order to allow "create user record" for a CiviCRM contact. If the answer is B, the Medium reader gives more importance to ILLUSTRATION feature. Imagine you are a car manufacturer. And then we're going to do the same for the Y and assign our rank, at this point, to the Y. The randomseed.js code will then be added to each conjoint profile question's javascript field, grabbing the right embedded data seed using the Qualtrics ${e://Field/EMBEDDEDDATAFIELD} notation to set the seed for that profile page: I show all of the seed setting code above, with only the first line uncommented. run basic statistical analyses such as linear or logistic regression. Compare the above survey to this instead: Q1. We chose not to do that here because we thought it would be confusing to respondents. 0000005490 00000 n So what I'd like to do is to summarize my findings here in a quick visual. I use a simple example to describe the key trade-offs, and the concepts of random designs, balance, d-error, prohibitions, efficient designs, labeled designs and partial profile designs. By clicking Accept all cookies, you agree Stack Exchange can store cookies on your device and disclose information in accordance with our Cookie Policy. Conjoint analysis is an alternative survey analysis So we received a lot of output. Morton, R.B. Special thanks to Katarina Jensen for assistance in porting the old Python 2 code to be compatible with Python 3. Weblifestyles is a Python package for performing conjoint analysis. The js script should also save the profile data to Qualtrics "embedded data" fields so that it the output data file contains a record of which profiles were shown to which respondents. I havent done a choice based analysis yet . The javascript code needs to do four things: (a) define all of the possible feature values, (b) randomly sample from those values, (c) display them to the respondent, and (d) save the sampled values for later use in analysis. 57 0 obj And that gives us our values there. 16 0 obj This prevents "preloading" of the javascript (and thus failure of the the whole thing). HyTSwoc [5laQIBHADED2mtFOE.c}088GNg9w '0 Jb xbb8f;1Gc4>0 He It selects articles by limiting the loss of information by minimizing dependencies between features values. With that setup, you can simply analyze the data using regular regression analysis where the new variables are used as regressors. The number of possible trade-offs explodes when the number of possible articles rises. Our groups and networks are pushing the boundaries of specialist sub-fields of political science, helping to nurture diversity and inclusivity across the discipline. Very good command of English and Chinese. There are two ways to run the Conjoint Survey Design Tool (SDT). And let's go ahead and run that. 2. The instructor will not teach these prerequisite items. << /S /GoTo /D (Title\040Page.1) >> wX)$y%JwX)$y%JwX)$y%JwX $Is$Is NSSS$S$S$SSS\I)\I)\I)\I)\I)\I)R\I)R\H)R\I)Se$.e$.e$.e$.a$.a$ . %PDF-1.4 % Use Git or checkout with SVN using the web URL. Are you sure you want to create this branch? ]$ . WebThe Conjoint Survey Design Tool assists researchers in creating multi-dimensional choice experiments that can be readily incorporated into any pre-existing web survey software Note that Python 2.7 and Python 3.7 are not the same. And 1 That Got Me in Trouble. endobj These id values are critical as they will be used to populate the candidate profiles using javascript. 0000004427 00000 n (2014). It benefitted heavily from Kyle Dropp's guide, "Implementing a Conjoint Analysis in Qualtrics". This is an example of conducting a conjoint experiment in Qualtrics. These resources should get you off on the right footing. In this code, the order of the feature values is critical because the order determines how we enter the values into the displayed table and how we store them in Qualtrics embedded data. For Windows users, an executable binary is available for download. Only on time or several times in a row? Article 10: 2min reading with several images and less than 500 clapsArticle 8: 7min reading with no image and +500 clapsWhich article would you prefer to read? F% #P +Z4Z SK Js1a6 0g1pZia 5~{Ly_e 7&-x4! kO6CNf^$e,g@Z@zC'2pV:i`X8AF5 z If you gather a lot of Medium reader responses about all the possible trade-off, it is possible to determine how Medium readers are receptive to each feature. 33 0 obj wG xR^[ochg`>b$*~ :Eb~,m,-,Y*6X[F=3Y~d tizf6~`{v.Ng#{}}jc1X6fm;'_9 r:8q:O:8uJqnv=MmR 4 WebConjoint analysis, with the sort of data that our survey provides, can help us to know where to focus our resources to ensure traction. How do I submit an offer to buy an expired domain? Propose a Standing Group or Research Network, European Journal of International Relations (EJIR), European Journal of Political Research (EJPR), Political Data Yearbook (PDY) and PDYinteractive, Hedley Bull Prize in International Relations, Joni Lovenduski PhD Prize in Gender and Politics, ECPR Winter School Germany, 14 - 21 February 2020, Beyond the Limits of Survey Experiments: How Conjoint Designs Advance Causal Inference in Political Communication Research, Measuring Voters Multidimensional Policy Preferences with Conjoint Analysis: Application to Japans 2014 Election, Introduction endobj Clustering prediction tool for demand planning, Taking scanning technology beyond Auto-ID is possible, heres how, What Company Size, Age & Industry tell you about a Data Scientist Job Expectations, Evaluation Metrics: Assessing the quality of NLG outputs. J}% ^J}%$I%>4S/I%>4S/I%>xI)$}IxI)RIO$$KRIO$$KRIO$$KIO$KIO /IO /IO /IO $ SKSKSKSKSKSKSKSKS"KS"KS"KS"KS"KS"KS"KS"KS*KS*KS*KS*uI)%I)%I)%I)%I):$$$|J~I|J~I|J~I|J~I|J~I|J~I| Other approaches are possible, such as creating a variable for each candidate-trait combination, but we do not do that here. Proven statistical analysis skills (chi-square test, t-test, ANOVA, regression, cluster analysis, conjoint analysis and other research-relevant tools).