IBM SPSS Conjoint

IBM® SPSS® Conjoint includes procedures that can help researchers:

  • Design an orthogonal array of product attribute combinations using ORTHOPLAN, a design generator.
  • Produce and print cards that study respondents can use to sort, rank or rate alternative products.
  • Analyze research data using conjoint analysis, a specially tailored version of regression.

SPSS Conjoint Screenshots


Orthogonal design
The output for the orthogonal design has one row for each profile, with the factors displayed as columns.
A footnote lets the experimenter--but not the other test subjects-- know which cases, if any, are holdouts.


Results table
This table gives the predicted probabilities of choosing each of the simulation cases as the most preferred one, under three different probability-of-choice models.