By popular demand, the “Conjoint Interactive Exercises” are once again available.
These interactive on-line exercises were developed in 1998 by Tom Novak and programmed by Andy Bass, at Project 2000. These exercises can be used to demonstrate the basic principles of conjoint analysis as used in marketing research.
These interactive exercises were awarded the 2005 “Merlot Business Classics” award. The exercises are set in the contexts of movie theater and airline travel preferences. The first exercise asks students to order, from most preferred to least preferred, 18 hypothetical theater configurations which vary in terms of five attributes: ticket price, line-of-sight, seat comfort, audio/visual equipment, and concessions. A parallel exercise asks students to evalute 18 hypohetical airline flights. The resulting output lists the relative importance of each attribute to the student, and provides part worth information for each level of the five attributes.
Please follow the links below to access the exercises.
1) Design a Movie Theater Using Conjoint Analysis
2) Airline Conjoint Exercise
We have received many requests for the source code for these exercises. The Java Source Code for the the following three conjoint applets can be downloaded, with terms of use specified by the open source license appearing at the top of the source code:
Airline java applet source
Movie java applet source
Movie java apple source with logging
