Basics of R Session 13 Conjoint Analysis

library(conjoint)

Case study- Beauty Bar Soap

There are three attributes of the problem/ case study

1)colour with three levels (red, blue, and yellow)
2)shape with three levels (cubic, cylindrical and spherical) and
3)aroma with two levels (scented, and unscented)

Create an R object attribute1 for the factors with levels

attribute1<-list(
colour=c("red","blue", "yellow"),
shape =c("cubic", "cylindrical","spherical"),
aroma=c("scented", "unscented")
    )

attribute1
fix(attribute1)

all the possible profiles for the 3 factors each with three levels 3*3*2=18

profiles1<-expand.grid(attribute1)
profiles1

fix(profiles1)
length(profiles1)
dim(profiles1)

orthogonal design, no of cards are equal to 3*3*2= 18

design1<-caFactorialDesign(data=profiles1,type="fractional", cards=18)

print(design1)
fix(design1)

load the files with the names of all the levels of the three factors

possiblefactors <- read.csv("file:///E:/2 presentation for class/inurture Lectures/1 multivariate data analysis/1 Multivariate Data Analysis PPts Self/conjoint Analysis/Beauty Bar Soap Case IIM/profile.csv", header = FALSE)

possiblefactors


load the files with the perception of the respondents on the 3 factors and their sublevels

perception1 <- read.csv("file:///E:/2 presentation for class/inurture Lectures/1 multivariate data analysis/1 Multivariate Data Analysis PPts Self/conjoint Analysis/Beauty Bar Soap Case IIM/perception.csv", header=T)
here the respondents are asked to rank the levels for all the factors with their levels

fix(perception1)


Conjoint(perception1, design1, possiblefactors)