The survey data table with its results is stored in the Sample Data Design Experiment folder installed with JMP. Choice Model Fitting Dialog to Analyze the Laptop Survey is a partial listing of the survey data table with results. The Choice script created by the Choice designer and saved with the survey data table can be used to analyze the data. The default data table created by the Choice designer is named Choice Profiles. Note in Choice Model Fitting Dialog to Analyze the Laptop Survey, the data table name is changed to Laptop Results.
1.
To continue the example, open the table called Laptop Results.jmp, saved in the sample data folder.
Note that this dialog has three grouping variables (Respondent, Survey, and Choice Set), whereas the dialog shown in Choice Model Fitting Dialog had only the Choice Set grouping variable because there was a single survey and a single respondent. This example included multiple surveys and respondents, which must be included in the analysis.
Choice Model Fitting Dialog to Analyze the Laptop Survey
3.
Click Run Model on the Fit Model dialog. The query again appears asking if the analysis is a one-table analysis with all the data in the profile table. Click Yes to see the initial analysis result shown in Initial Analysis of the Final Laptop Survey.
Initial Analysis of the Final Laptop Survey
You would like to know how changing the price, or other characteristics, of a laptop affects the desirability as perceived by potential buyers. This desirability is called the utility value of the laptop attributes. The profiler shows the utility value and how it changes as the laptop attributes change.
1.
Select Profiler from the menu on the Choice Model title bar to see the Prediction Profiler in Default Prediction Profiler for Laptop Choice Analysis.
Default Prediction Profiler for Laptop Choice Analysis
Compare the Utility values in Default Prediction Profiler for Laptop Choice Analysis and Compare Change in Utility Over Price. The value of Utility changes from –0.3406 to –2.3303 when cost is raised from $1,000 to $1,500. That is, raising the price of a laptop $500.00 lowers the utility (or desirability) approximately 2 units. Thus, you can say that the unit utility cost is roughly $250.00.
Compare Change in Utility Over Price
You can see in Change Speed in Profiler and Note Utility Value that the Utility value changes from the original value shown in Default Prediction Profiler for Laptop Choice Analysis of –0.3406 to 0.9886, for a total change of 1.3292 units. If the unit utility cost is estimated to be $250.00, as shown above, then the increase in price for a 2.0 GHz laptop over a 1.5 GHz laptop can be computed to be 1.3292*$250.00 = $332.30. This is the dollar value the Choice survey provides the manufacturer as a basis for pricing different laptop products. You can make similar calculations for the other attributes.
Change Speed in Profiler and Note Utility Value