Q-TIP -TIP Q - T I P TO REMOVE A FEATURE: Q - T I P a) Select a feature in the Feature list. b) Click Delete. In self-explicated conjoint analysis, the importance scores are used as a multiplier for the preference scores. - T I P c) Enter the Potential Attributes/Levels for the added Features. The constant sum method of measuring importance generally gives a broader distribution for the importance scores than does the upgrade desirability method. The upgrade desirability method is appropriate when the importance features (a feature is absent or present) are being evaluated. TO ADD ATTRIBUTES/LEVELS FOR A FEATURE: a) Select the feature in the Features area. 6. Click the Conjoint Options tab to make any changes as needed. b) Click in the Potential Attributes/Levels box and type in the attributes/levels to include. Insert one per line. • Name for Conjoint Analysis: You can change the name you provided when first setting up the conjoint. • Data Export Tag: You can change the Data Export Tag you provided when first setting up the conjoint. • Conjoint Display Options: TO REMOVE ATTRIBUTES/LEVELS FOR A FEATURE: • Feature Importance Constant Sum: The Constant Sum question displayed at the end of the 1) Select the feature in the Features area. conjoint asks for allocation of each feature’s most preferred attribute/level based upon percentage. 2) Click in the Potential Attributes/Levels box and use the backspace or delete key on your keyboard to delete • Desirability Upgrade Constant Sum: The Constant Sum question displayed at the end of the the attribute’s text. conjoint asks for 100% allocation for each feature. It is based upon the premise that one is upgrading the product from the respondent’s lowest preferred attribute/level (From) to the most preferred attribute/level (To) for the feature. TO EDIT THE TEXT OF THE ACTUAL CONJOINT QUESTIONS: 7.Click Save. 3) Click the Question Text – 1 tab and review the question text and instructions used. Suggested text is found in 8.Click Survey Flow and place the Conjoint element (light blue) in the correct position in the survey. Remember to Q-TIP -TIP each of the question areas. Edit this text to make the questions work better for your study. There are three click the Save Flow button when finished. questions that you will need to write: Q - T I P • INSTRUCTION TEXT FOR ELIMINATION OF FEATURE LEVELS: These instructions only display if “Do NOT allow Q - T I P level elimination for this feature” is not selected for any features. • INSTRUCTION TEXT FOR SELECTING THE MOST AND LEAST PREFERRED LEVELS: This is the question text • Conjoint data does not display in the View Reports area, so data must be downloaded from the Download Data - T I P respondents will see when they are asked to select the Least Preferred attribute and Most Preferred attribute page and analyzed in an external application. from the listed attributes/levels for each feature. • Once your Conjoint is in the correct location, we recommend you click Survey Preview and test your survey with • INSTRUCTION TEXT FOR EVALUATING “PREFERENCE” OF LEVELS NOT MOST OR LEAST PREFERRED: This the Conjoint in place. is always displayed after “Instructions for select most and least preferred levels.” This question asks (using • This book won’t be touching on the analysis side of the conjoint. Go to Qualtrics.com/University to search for a 0-10 scale) about all remaining attributes that were not the least or most preferred from the previous conjoint papers, or the Professional Services team at Qualtrics can provide assistance, if needed. question. 4)Click Question Text – 2 tab and review the instruction text used. Edit this text to make the questions work better for your study. • INSTRUCTION TEXT FOR MEASURING IMPORTANCE USING CONSTANT SUM QUESTION: This is the question text for the Constant Sum question. It displays at the end of the conjoint only when Feature Importance Translate Survey Constant Sum is selected on the Conjoint Options tab. • INSTRUCTION TEXT FOR MEASURING UPGRADE DESIRABILITY USING CONSTANT SUM QUESTION: This is the question text for the Constant Sum question displayed at the end of the conjoint. It appears only when Desirability Upgrade Constant Sum is selected on the Conjoint Options tab. The Translate Survey tool is a powerful tool that provides a fast start in translating your survey. Within the tool you are given a translator-friendly side-by-side view for entering the translations (Figure 6-8). When the survey is taken by the 114 | Chapter 6: Special Features Chapter 6: Special Features | 115