Each combination of factor levels is a profile. Trying to obtain information about preferences by having every respondent sample every possible profile is not practical. However, you can ask a respondent to select a preferred profile from a choice set consisting of a small number of profiles.
You can enter factors either manually or automatically using a preexisting table that contains the factors and settings. In this example, for convenience, you use a preexisting table. But, if you are designing a new experiment, you must first enter the factors manually. For details on entering factors manually, see Attributes.
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Click the Choice Design red triangle and select Load Factors.
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Click Continue.
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Keep the Number of attributes that can change within a choice set at 4.
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Keep the Number of profiles per choice set at 2.
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Type 12 for the Number of choice sets per survey.
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Keep the Number of surveys at 1.
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Type 10 for the Expected number of respondents per survey.
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Note: Setting the Random Seed in step 7 reproduces the exact results shown in this example. In constructing a design on your own, this step is not necessary.
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(Optional) Click the Choice Design red triangle and select Set Random Seed. Type 12345 and click OK.
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8.
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Click Make Design.
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Select Output separate tables for profiles and responses.
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10.
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Click Make Table.
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The Choice Profiles table shows the 12 choice sets, each consisting of two profiles. The Choice Runs table enables you to record results in the column Response Indicator. Enter 1 for the preferred profile and 0 for the other profile. Alternatively, if the respondent has no preference, enter 0 for both profiles or leave both missing.
The Choice script in the Choice Profiles table facilitates analysis of experimental results. It opens a completed launch window for a Choice Model. For information about Choice Models, see Choice Models in the Consumer Research book.