Professor Masahiro Arima, University of Hyogo
One of the marketing research methods used to consider what kind of products, services, or facilities should be offered to consumers of products or services or users of facilities is called conjoint analysis (or choice experiment).
In this presentation, after giving an overview of conjoint analysis, we will explain how to proceed with conjoint analysis using JMP based on the example of using conjoint analysis to evaluate foreign language tourism information pages provided by local governments for foreign tourists visiting Japan. Specifically, we will explain how to proceed with conjoint analysis using JMP, after 1) determining the attributes and levels to be evaluated, 2) creating profiles using a screening or custom design, 3) selecting a format (5-point rating, binary choice, or ordered method) for respondents to express their preferences for each profile, 4) creating a questionnaire, 5) estimating parameters using preference expression data collected through questionnaire surveys, etc., and 6) what kind of analysis to perform based on the estimated results.
We will also introduce examples other than the evaluation of tourism promotion web pages in foreign languages.
