MBA 2017

CA
Assignment
Conjoint
Roll#: 17010059

CA_Assignment_Conjoint
CA
CA_CON-59.docx

Q#1: Develop a syntax file as discussed in the class and run conjoint summary?

Q#2: Interpret the summary tables?

The expected relationship between factors and the scores is DISCRETE. Because factor levels
are categorical and that no assumption can be made about the relationship between factor and the
scores.

As observed from the above table:

1. MCQs has the maximum utility for quiz and fill in the blacks has the minimum.
2. In Midterm open book - case study has the highest utility whereas closed book - case study
has the least.
3. For assignment group assignment has the maximum utility.
4. Students picked up problem has the highest utility for project.
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5. Case study hast the maximum utility for final exam and objective type has the minimum.

By looking at the importance values table following is the relative ranking of factors based on
averaged importance score out of 100:
1. Final Exam.
2. Quiz.
3. Midterm.
4. Assignment.
5. Project.

Following are the observations from correlations table:

1. Pearson correlation coefficient is a measure of the linear dependence between two variables
observed and estimated preferences, giving a value between +1 and 1 inclusive, where 1 is
total positive linear correlation, 0 is no linear correlation, and 1 is total negative linear
correlation.
2. Kendalls tau correlation is a non-parametric test that measures the strength of dependence
between two variables. Kendall correlation between two variables will be high when
observations have a similar (or identical for a correlation of 1) rank between the two
variables, and low when observations have a dissimilar (or fully different for a correlation of
1) rank between the two variables.
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Q#3: What would be your recommendation to MBA office based on Conjoint Analysis?
If we follow the objective of attaining maximum utility from the analysis than the following
combination will give us highest utility when the relationship used between all factors is
DISCRETE.
Const
ant

Qui
z
MCQs

4.109

Midterm

Assignmen
t

Project

Open book - Case

Study

GroupAssignment

Students' Picked up
Problem

.231

.226

Final
Exam

.081

Tota
l

Case Study

.016

.422 5.085

Based on the table above, MBA office should us the combination of MCQs for quiz, open book
case study for midterm, group assignment for assignment, students picked up problem for
project and case study for final exam.
Q#4: Would you recommend the following combination of testing tools? Why? Why not?
Const
ant

Quiz

Midterm

Assignme
nt

Project

Final
Exam

Short
descriptive
questions

Open book Case Study

GroupAssignment

Real Company
Scenario

Lab Exam
with data

4.109

.090

.226

.081

-.016

Tot
al

-.183

4.30
6

By calculating the total utility of the combination given, comes out to be 4.306. However, it is
not the maximum utility which could have been achieved but it is still positive which shows this
combination is still beneficial. However, I will not recommend this combination based on the
importance value table. The top 3 most important factors are final exam, quiz and midterm
respectively. To achieve a better utility score we need to look for categories which gives out the
maximum utility for these 3 factors. In the current combination except for midterm we do not
have the highest utility categories for final exam and quiz. Objective of Conjoint analysis is to
develop an effective product design. To have an effective product design we need to make
tradeoffs between product attributes and try to achieve maximum utility score which will capture
the most value.

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