Conjoint Analysis for Forte Executive
Blake Gamber
2024-05-01
Introduction
This document presents a conjoint analysis conducted for the Forte Executive Innes hotel chain. The goal is to identify the combination of hotel attributes most valued by the target audience, informing design and marketing strategies to align with customer preferences.
Setup
Load necessary libraries and initialize the data frames used in the analysis.
library(conjoint)## Warning: package 'conjoint' was built under R version 4.3.3# Define the attributes and their levels
hotel <- expand.grid(
room = c("small suite", "large room", "room office"),
amenity = c("internet", "speaker phone", "room fax"),
leisure = c("exercise room", "pool", "exercise + pool"),
extras = c("shoe shine", "tape library", "fruit cheese", "newspaper"),
delivery = c("yes", "no")
)
print(hotel)## room amenity leisure extras delivery
## 1 small suite internet exercise room shoe shine yes
## 2 large room internet exercise room shoe shine yes
## 3 room office internet exercise room shoe shine yes
## 4 small suite speaker phone exercise room shoe shine yes
## 5 large room speaker phone exercise room shoe shine yes
## 6 room office speaker phone exercise room shoe shine yes
## 7 small suite room fax exercise room shoe shine yes
## 8 large room room fax exercise room shoe shine yes
## 9 room office room fax exercise room shoe shine yes
## 10 small suite internet pool shoe shine yes
## 11 large room internet pool shoe shine yes
## 12 room office internet pool shoe shine yes
## 13 small suite speaker phone pool shoe shine yes
## 14 large room speaker phone pool shoe shine yes
## 15 room office speaker phone pool shoe shine yes
## 16 small suite room fax pool shoe shine yes
## 17 large room room fax pool shoe shine yes
## 18 room office room fax pool shoe shine yes
## 19 small suite internet exercise + pool shoe shine yes
## 20 large room internet exercise + pool shoe shine yes
## 21 room office internet exercise + pool shoe shine yes
## 22 small suite speaker phone exercise + pool shoe shine yes
## 23 large room speaker phone exercise + pool shoe shine yes
## 24 room office speaker phone exercise + pool shoe shine yes
## 25 small suite room fax exercise + pool shoe shine yes
## 26 large room room fax exercise + pool shoe shine yes
## 27 room office room fax exercise + pool shoe shine yes
## 28 small suite internet exercise room tape library yes
## 29 large room internet exercise room tape library yes
## 30 room office internet exercise room tape library yes
## 31 small suite speaker phone exercise room tape library yes
## 32 large room speaker phone exercise room tape library yes
## 33 room office speaker phone exercise room tape library yes
## 34 small suite room fax exercise room tape library yes
## 35 large room room fax exercise room tape library yes
## 36 room office room fax exercise room tape library yes
## 37 small suite internet pool tape library yes
## 38 large room internet pool tape library yes
## 39 room office internet pool tape library yes
## 40 small suite speaker phone pool tape library yes
## 41 large room speaker phone pool tape library yes
## 42 room office speaker phone pool tape library yes
## 43 small suite room fax pool tape library yes
## 44 large room room fax pool tape library yes
## 45 room office room fax pool tape library yes
## 46 small suite internet exercise + pool tape library yes
## 47 large room internet exercise + pool tape library yes
## 48 room office internet exercise + pool tape library yes
## 49 small suite speaker phone exercise + pool tape library yes
## 50 large room speaker phone exercise + pool tape library yes
## 51 room office speaker phone exercise + pool tape library yes
## 52 small suite room fax exercise + pool tape library yes
## 53 large room room fax exercise + pool tape library yes
## 54 room office room fax exercise + pool tape library yes
## 55 small suite internet exercise room fruit cheese yes
## 56 large room internet exercise room fruit cheese yes
## 57 room office internet exercise room fruit cheese yes
## 58 small suite speaker phone exercise room fruit cheese yes
## 59 large room speaker phone exercise room fruit cheese yes
## 60 room office speaker phone exercise room fruit cheese yes
## 61 small suite room fax exercise room fruit cheese yes
## 62 large room room fax exercise room fruit cheese yes
## 63 room office room fax exercise room fruit cheese yes
## 64 small suite internet pool fruit cheese yes
## 65 large room internet pool fruit cheese yes
## 66 room office internet pool fruit cheese yes
## 67 small suite speaker phone pool fruit cheese yes
## 68 large room speaker phone pool fruit cheese yes
## 69 room office speaker phone pool fruit cheese yes
## 70 small suite room fax pool fruit cheese yes
## 71 large room room fax pool fruit cheese yes
## 72 room office room fax pool fruit cheese yes
## 73 small suite internet exercise + pool fruit cheese yes
## 74 large room internet exercise + pool fruit cheese yes
## 75 room office internet exercise + pool fruit cheese yes
## 76 small suite speaker phone exercise + pool fruit cheese yes
## 77 large room speaker phone exercise + pool fruit cheese yes
## 78 room office speaker phone exercise + pool fruit cheese yes
## 79 small suite room fax exercise + pool fruit cheese yes
## 80 large room room fax exercise + pool fruit cheese yes
## 81 room office room fax exercise + pool fruit cheese yes
## 82 small suite internet exercise room newspaper yes
## 83 large room internet exercise room newspaper yes
## 84 room office internet exercise room newspaper yes
## 85 small suite speaker phone exercise room newspaper yes
## 86 large room speaker phone exercise room newspaper yes
## 87 room office speaker phone exercise room newspaper yes
## 88 small suite room fax exercise room newspaper yes
## 89 large room room fax exercise room newspaper yes
## 90 room office room fax exercise room newspaper yes
## 91 small suite internet pool newspaper yes
## 92 large room internet pool newspaper yes
## 93 room office internet pool newspaper yes
## 94 small suite speaker phone pool newspaper yes
## 95 large room speaker phone pool newspaper yes
## 96 room office speaker phone pool newspaper yes
## 97 small suite room fax pool newspaper yes
## 98 large room room fax pool newspaper yes
## 99 room office room fax pool newspaper yes
## 100 small suite internet exercise + pool newspaper yes
## 101 large room internet exercise + pool newspaper yes
## 102 room office internet exercise + pool newspaper yes
## 103 small suite speaker phone exercise + pool newspaper yes
## 104 large room speaker phone exercise + pool newspaper yes
## 105 room office speaker phone exercise + pool newspaper yes
## 106 small suite room fax exercise + pool newspaper yes
## 107 large room room fax exercise + pool newspaper yes
## 108 room office room fax exercise + pool newspaper yes
## 109 small suite internet exercise room shoe shine no
## 110 large room internet exercise room shoe shine no
## 111 room office internet exercise room shoe shine no
## 112 small suite speaker phone exercise room shoe shine no
## 113 large room speaker phone exercise room shoe shine no
## 114 room office speaker phone exercise room shoe shine no
## 115 small suite room fax exercise room shoe shine no
## 116 large room room fax exercise room shoe shine no
## 117 room office room fax exercise room shoe shine no
## 118 small suite internet pool shoe shine no
## 119 large room internet pool shoe shine no
## 120 room office internet pool shoe shine no
## 121 small suite speaker phone pool shoe shine no
## 122 large room speaker phone pool shoe shine no
## 123 room office speaker phone pool shoe shine no
## 124 small suite room fax pool shoe shine no
## 125 large room room fax pool shoe shine no
## 126 room office room fax pool shoe shine no
## 127 small suite internet exercise + pool shoe shine no
## 128 large room internet exercise + pool shoe shine no
## 129 room office internet exercise + pool shoe shine no
## 130 small suite speaker phone exercise + pool shoe shine no
## 131 large room speaker phone exercise + pool shoe shine no
## 132 room office speaker phone exercise + pool shoe shine no
## 133 small suite room fax exercise + pool shoe shine no
## 134 large room room fax exercise + pool shoe shine no
## 135 room office room fax exercise + pool shoe shine no
## 136 small suite internet exercise room tape library no
## 137 large room internet exercise room tape library no
## 138 room office internet exercise room tape library no
## 139 small suite speaker phone exercise room tape library no
## 140 large room speaker phone exercise room tape library no
## 141 room office speaker phone exercise room tape library no
## 142 small suite room fax exercise room tape library no
## 143 large room room fax exercise room tape library no
## 144 room office room fax exercise room tape library no
## 145 small suite internet pool tape library no
## 146 large room internet pool tape library no
## 147 room office internet pool tape library no
## 148 small suite speaker phone pool tape library no
## 149 large room speaker phone pool tape library no
## 150 room office speaker phone pool tape library no
## 151 small suite room fax pool tape library no
## 152 large room room fax pool tape library no
## 153 room office room fax pool tape library no
## 154 small suite internet exercise + pool tape library no
## 155 large room internet exercise + pool tape library no
## 156 room office internet exercise + pool tape library no
## 157 small suite speaker phone exercise + pool tape library no
## 158 large room speaker phone exercise + pool tape library no
## 159 room office speaker phone exercise + pool tape library no
## 160 small suite room fax exercise + pool tape library no
## 161 large room room fax exercise + pool tape library no
## 162 room office room fax exercise + pool tape library no
## 163 small suite internet exercise room fruit cheese no
## 164 large room internet exercise room fruit cheese no
## 165 room office internet exercise room fruit cheese no
## 166 small suite speaker phone exercise room fruit cheese no
## 167 large room speaker phone exercise room fruit cheese no
## 168 room office speaker phone exercise room fruit cheese no
## 169 small suite room fax exercise room fruit cheese no
## 170 large room room fax exercise room fruit cheese no
## 171 room office room fax exercise room fruit cheese no
## 172 small suite internet pool fruit cheese no
## 173 large room internet pool fruit cheese no
## 174 room office internet pool fruit cheese no
## 175 small suite speaker phone pool fruit cheese no
## 176 large room speaker phone pool fruit cheese no
## 177 room office speaker phone pool fruit cheese no
## 178 small suite room fax pool fruit cheese no
## 179 large room room fax pool fruit cheese no
## 180 room office room fax pool fruit cheese no
## 181 small suite internet exercise + pool fruit cheese no
## 182 large room internet exercise + pool fruit cheese no
## 183 room office internet exercise + pool fruit cheese no
## 184 small suite speaker phone exercise + pool fruit cheese no
## 185 large room speaker phone exercise + pool fruit cheese no
## 186 room office speaker phone exercise + pool fruit cheese no
## 187 small suite room fax exercise + pool fruit cheese no
## 188 large room room fax exercise + pool fruit cheese no
## 189 room office room fax exercise + pool fruit cheese no
## 190 small suite internet exercise room newspaper no
## 191 large room internet exercise room newspaper no
## 192 room office internet exercise room newspaper no
## 193 small suite speaker phone exercise room newspaper no
## 194 large room speaker phone exercise room newspaper no
## 195 room office speaker phone exercise room newspaper no
## 196 small suite room fax exercise room newspaper no
## 197 large room room fax exercise room newspaper no
## 198 room office room fax exercise room newspaper no
## 199 small suite internet pool newspaper no
## 200 large room internet pool newspaper no
## 201 room office internet pool newspaper no
## 202 small suite speaker phone pool newspaper no
## 203 large room speaker phone pool newspaper no
## 204 room office speaker phone pool newspaper no
## 205 small suite room fax pool newspaper no
## 206 large room room fax pool newspaper no
## 207 room office room fax pool newspaper no
## 208 small suite internet exercise + pool newspaper no
## 209 large room internet exercise + pool newspaper no
## 210 room office internet exercise + pool newspaper no
## 211 small suite speaker phone exercise + pool newspaper no
## 212 large room speaker phone exercise + pool newspaper no
## 213 room office speaker phone exercise + pool newspaper no
## 214 small suite room fax exercise + pool newspaper no
## 215 large room room fax exercise + pool newspaper no
## 216 room office room fax exercise + pool newspaper noData Loading
Load the data from CSV files, which includes preferences, profiles, and level names.
preferences=read.csv("C:/Users/gambe/Downloads/forte_preferences.csv", header=TRUE)
profiles=read.csv("C:/Users/gambe/Downloads/forte_profiles.csv", header=TRUE)
levelnames=read.csv("C:/Users/gambe/Downloads/forte_levels.csv", header=TRUE)
simulation1=read.csv("C:/Users/gambe/Downloads/forte_simulation1.csv", header=TRUE) # for exiting hotels
simulation2=read.csv("C:/Users/gambe/Downloads/forte_simulation2.csv", header=TRUE) # for new hotels being considered
preferences## profile01 profile02 profile03 profile04 profile05 profile06 profile07
## 1 56 48 31 47 24 69 34
## 2 25 58 49 71 58 63 38
## 3 67 2 53 16 67 46 39
## 4 38 64 50 69 50 49 57
## 5 64 47 83 52 73 21 66
## 6 43 50 32 36 56 32 46
## 7 22 54 1 32 39 29 50
## 8 18 34 42 27 27 18 32
## 9 56 34 44 30 48 11 61
## 10 48 54 35 26 24 30 42
## 11 61 31 35 47 32 56 22
## 12 50 4 66 7 44 19 60
## 13 55 50 60 46 34 21 33
## 14 63 48 45 62 62 54 52
## 15 57 44 60 65 50 66 16
## 16 21 87 17 57 24 38 48
## 17 17 28 73 32 28 32 61
## 18 41 47 18 37 48 19 45
## 19 25 18 72 24 38 30 43
## 20 32 44 57 44 35 21 63
## 21 80 61 3 52 73 53 17
## 22 42 56 33 70 60 49 30
## 23 26 56 44 64 73 63 72
## 24 79 16 54 28 59 36 27
## 25 40 42 37 40 50 22 55
## 26 37 52 63 57 16 48 28
## 27 65 47 15 41 79 32 41
## 28 30 28 61 39 61 41 64
## 29 71 16 39 26 65 30 35
## 30 35 45 40 41 38 26 29
## 31 51 8 62 15 54 31 44
## 32 36 53 38 74 46 89 14
## 33 16 68 36 46 32 27 70
## 34 35 43 70 40 48 27 47
## 35 52 39 21 30 57 41 41
## 36 24 25 35 17 35 13 58
## 37 44 25 60 34 32 41 37
## 38 32 43 38 27 47 47 56
## 39 62 75 36 53 45 37 54
## 40 57 38 92 53 39 45 40
## profile08 profile09 profile10 profile11 profile12 profile13 profile14
## 1 22 28 30 76 36 27 16
## 2 36 34 52 38 80 49 74
## 3 34 43 31 49 38 55 61
## 4 27 29 22 58 33 70 24
## 5 17 66 43 57 57 69 47
## 6 20 84 5 46 18 73 17
## 7 27 49 31 19 27 37 4
## 8 50 60 13 22 10 51 45
## 9 15 39 70 54 58 45 27
## 10 51 75 60 28 48 25 59
## 11 85 7 77 31 46 26 53
## 12 26 31 49 51 44 28 55
## 13 43 52 24 29 18 31 20
## 14 59 4 83 31 69 40 52
## 15 50 44 64 55 80 46 83
## 16 53 75 47 32 41 55 38
## 17 55 39 32 62 30 24 37
## 18 20 57 36 38 30 65 9
## 19 39 47 7 41 21 31 51
## 20 9 22 58 57 62 28 33
## 21 53 86 57 19 51 83 46
## 22 24 38 39 45 55 62 25
## 23 25 23 56 51 81 58 59
## 24 25 57 27 57 30 64 40
## 25 13 56 48 67 49 60 10
## 26 66 38 27 47 22 35 49
## 27 45 59 66 5 56 65 42
## 28 13 38 36 67 58 45 39
## 29 4 36 36 46 43 62 37
## 30 55 83 35 42 30 53 26
## 31 41 56 44 48 46 41 62
## 32 78 43 56 52 69 52 77
## 33 52 52 41 29 31 48 35
## 34 59 83 16 42 20 59 47
## 35 21 52 38 30 46 49 40
## 36 32 61 51 59 40 45 23
## 37 60 50 23 61 15 53 42
## 38 25 75 3 57 20 59 34
## 39 73 54 76 7 51 36 55
## 40 49 24 40 45 47 26 73
## profile15 profile16
## 1 29 58
## 2 13 58
## 3 35 53
## 4 71 30
## 5 52 34
## 6 36 31
## 7 29 32
## 8 52 22
## 9 68 39
## 10 27 79
## 11 63 39
## 12 52 50
## 13 33 9
## 14 59 46
## 15 18 62
## 16 56 60
## 17 64 12
## 18 57 24
## 19 28 23
## 20 52 41
## 21 24 61
## 22 29 20
## 23 40 65
## 24 41 36
## 25 63 20
## 26 57 31
## 27 31 45
## 28 36 34
## 29 36 46
## 30 45 7
## 31 36 43
## 32 29 56
## 33 73 42
## 34 52 14
## 35 15 62
## 36 70 23
## 37 75 23
## 38 35 54
## 39 47 66
## 40 36 46profiles ## room amenity leisure extras delivery
## 1 1 1 1 1 1
## 2 2 2 3 1 2
## 3 3 3 2 1 1
## 4 2 2 2 1 2
## 5 1 2 2 2 1
## 6 2 1 2 2 2
## 7 3 2 3 2 1
## 8 2 3 1 2 2
## 9 1 3 3 3 2
## 10 2 2 1 3 1
## 11 3 1 2 3 2
## 12 2 2 2 3 1
## 13 1 2 2 4 2
## 14 2 3 2 4 1
## 15 3 2 1 4 2
## 16 2 1 3 4 1levelnames## levels
## 1 small suite
## 2 large room
## 3 room office
## 4 internet
## 5 speaker phone
## 6 room fax
## 7 exercise room
## 8 pool
## 9 exercise + pool
## 10 shoe shine
## 11 tape library
## 12 fruit cheese
## 13 newspaper
## 14 yes
## 15 nosimulation1## room amenity leisure extras delivery
## 1 1 2 3 4 1
## 2 2 2 1 4 1
## 3 2 2 1 2 2
## 4 1 2 3 4 2
## 5 3 3 3 1 1simulation2## room amenity leisure extras delivery
## 1 3 1 1 3 2
## 2 1 3 1 2 1
## 3 2 2 3 2 2
## 4 2 1 3 2 1dim(preferences)## [1] 40 16dim(profiles)## [1] 16 5dim(levelnames)## [1] 15 1dim(simulation1)## [1] 5 5dim(simulation2)## [1] 4 5Part-Worths and Total Utilities Calculation
Calculate and display the part-worth utilities and total utilities for all respondents.
partutilities <- caPartUtilities(y=preferences, x=profiles, z=levelnames)
print(head(partutilities))## intercept small suite large room room office internet speaker phone
## [1,] 40.250 -5.250 1.750 3.500 23.625 -6.750
## [2,] 41.458 -4.333 15.667 -11.333 -2.875 3.500
## [3,] 46.583 12.292 -10.583 -1.708 8.125 -10.250
## [4,] 44.417 -1.750 -8.750 10.500 0.167 10.917
## [5,] 54.500 10.583 -17.667 7.083 -7.542 5.833
## [6,] 43.167 20.625 -17.250 -3.375 -0.750 1.250
## room fax exercise room pool exercise + pool shoe shine tape library
## [1,] -16.875 -4.750 1.750 3.000 6.062 -2.188
## [2,] -0.625 -14.750 14.000 0.750 1.000 -1.000
## [3,] 2.125 0.375 6.750 -7.125 -8.562 3.437
## [4,] -11.083 -5.458 5.417 0.042 8.937 -0.563
## [5,] 1.708 -7.542 5.833 1.708 8.500 -8.750
## [6,] -0.500 -13.167 -0.417 13.583 1.188 -0.563
## fruit cheese newspaper yes no
## [1,] 3.062 -6.937 -3.813 3.813
## [2,] 1.250 -1.250 4.500 -4.500
## [3,] -2.813 7.937 8.062 -8.062
## [4,] -10.812 2.438 -8.312 8.312
## [5,] 2.750 -2.500 5.375 -5.375
## [6,] -0.812 0.188 -8.063 8.063totalutilities <- caTotalUtilities(y=preferences, x=profiles)
print(head(totalutilities))## [,1] [,2] [,3] [,4] [,5] [,6] [,7] [,8] [,9] [,10]
## [1,] 56.125 48.125 30.875 46.875 24.000 69.00 34.000 22.000 28.000 29.750
## [2,] 25.000 57.875 49.000 71.125 58.125 62.75 37.875 36.250 34.000 51.625
## [3,] 66.875 2.000 53.250 15.875 66.875 46.25 39.000 33.875 43.000 31.375
## [4,] 38.000 63.875 49.875 69.250 50.125 49.00 57.000 26.875 29.125 22.000
## [5,] 63.875 47.500 83.000 51.625 73.375 21.00 65.750 16.875 65.875 43.250
## [6,] 43.000 50.000 32.000 36.000 56.000 32.25 46.000 19.750 84.125 5.125
## [,11] [,12] [,13] [,14] [,15] [,16]
## [1,] 76.000 36.250 26.875 16.125 29.125 57.875
## [2,] 38.000 80.375 48.875 73.750 13.125 58.250
## [3,] 48.875 37.750 55.250 60.875 34.875 53.000
## [4,] 58.000 32.875 69.750 24.125 71.125 30.000
## [5,] 57.250 56.625 68.875 47.250 52.000 33.875
## [6,] 45.875 17.875 72.875 17.125 36.125 30.875Importance Analysis for a Specific Respondent
Analyze the importance of each attribute for a specific respondent, such as Nissa (respondent No. 26).
importance <- caImportance(y=preferences[26,], x=profiles)
print(importance)## [1] 21.94 21.94 12.08 23.85 20.19Conjoint Analysis Execution
Perform conjoint analysis for both a specific respondent and all respondents.
# Specific respondent
Conjoint(preferences[26,], profiles, levelnames)##
## Call:
## lm(formula = frml)
##
## Residuals:
## 1 2 3 4 5 6 7
## -1,250e-01 -1,735e-17 2,266e-15 1,250e-01 2,500e-01 -1,250e-01 -1,250e-01
## 8 9 10 11 12 13 14
## 5,759e-16 -4,337e-16 1,250e-01 1,250e-01 -2,500e-01 -1,250e-01 -2,366e-15
## 15 16
## -8,431e-16 1,250e-01
##
## Coefficients:
## Estimate Std. Error t value Pr(>|t|)
## (Intercept) 43,16667 0,06455 668,735 1,42e-13 ***
## factor(x$room)1 -9,91667 0,08740 -113,462 1,01e-09 ***
## factor(x$room)2 2,58333 0,07454 34,659 3,76e-07 ***
## factor(x$amenity)1 -3,08333 0,08740 -35,278 3,44e-07 ***
## factor(x$amenity)2 -7,08333 0,07454 -95,033 2,45e-09 ***
## factor(x$leisure)1 4,70833 0,08740 53,871 4,17e-08 ***
## factor(x$leisure)2 0,08333 0,07454 1,118 0,314
## factor(x$extras)1 10,18750 0,09682 105,216 1,47e-09 ***
## factor(x$extras)2 -2,56250 0,09682 -26,465 1,44e-06 ***
## factor(x$extras)3 -8,56250 0,09682 -88,433 3,50e-09 ***
## factor(x$delivery)1 -7,93750 0,05590 -141,990 3,29e-10 ***
## ---
## Signif. codes: 0 '***' 0,001 '**' 0,01 '*' 0,05 '.' 0,1 ' ' 1
##
## Residual standard error: 0,2236 on 5 degrees of freedom
## Multiple R-squared: 0,9999, Adjusted R-squared: 0,9998
## F-statistic: 6769 on 10 and 5 DF, p-value: 1,1e-09## [1] "Part worths (utilities) of levels (model parameters for whole sample):"
## levnms utls
## 1 intercept 43,1667
## 2 small suite -9,9167
## 3 large room 2,5833
## 4 room office 7,3333
## 5 internet -3,0833
## 6 speaker phone -7,0833
## 7 room fax 10,1667
## 8 exercise room 4,7083
## 9 pool 0,0833
## 10 exercise + pool -4,7917
## 11 shoe shine 10,1875
## 12 tape library -2,5625
## 13 fruit cheese -8,5625
## 14 newspaper 0,9375
## 15 yes -7,9375
## 16 no 7,9375
## [1] "Average importance of factors (attributes):"
## [1] 21,94 21,94 12,08 23,85 20,19
## [1] Sum of average importance: 100
## [1] "Chart of average factors importance"# All respondents
Conjoint(y=preferences, x=profiles, z=levelnames)##
## Call:
## lm(formula = frml)
##
## Residuals:
## Min 1Q Median 3Q Max
## -44,737 -12,733 -0,142 12,666 50,906
##
## Coefficients:
## Estimate Std. Error t value Pr(>|t|)
## (Intercept) 43,688542 0,812918 53,743 < 2e-16 ***
## factor(x$room)1 3,000000 1,100696 2,726 0,006598 **
## factor(x$room)2 -3,243750 0,938677 -3,456 0,000586 ***
## factor(x$amenity)1 -1,468750 1,100696 -1,334 0,182561
## factor(x$amenity)2 0,906250 0,938677 0,965 0,334688
## factor(x$leisure)1 -0,997917 1,100696 -0,907 0,364953
## factor(x$leisure)2 0,389583 0,938677 0,415 0,678258
## factor(x$extras)1 0,104688 1,219377 0,086 0,931610
## factor(x$extras)2 -1,264062 1,219377 -1,037 0,300299
## factor(x$extras)3 0,885937 1,219377 0,727 0,467772
## factor(x$delivery)1 0,007813 0,704008 0,011 0,991149
## ---
## Signif. codes: 0 '***' 0,001 '**' 0,01 '*' 0,05 '.' 0,1 ' ' 1
##
## Residual standard error: 17,81 on 629 degrees of freedom
## Multiple R-squared: 0,02767, Adjusted R-squared: 0,01221
## F-statistic: 1,79 on 10 and 629 DF, p-value: 0,05914## [1] "Part worths (utilities) of levels (model parameters for whole sample):"
## levnms utls
## 1 intercept 43,6885
## 2 small suite 3
## 3 large room -3,2438
## 4 room office 0,2437
## 5 internet -1,4687
## 6 speaker phone 0,9063
## 7 room fax 0,5625
## 8 exercise room -0,9979
## 9 pool 0,3896
## 10 exercise + pool 0,6083
## 11 shoe shine 0,1047
## 12 tape library -1,2641
## 13 fruit cheese 0,8859
## 14 newspaper 0,2734
## 15 yes 0,0078
## 16 no -0,0078
## [1] "Average importance of factors (attributes):"
## [1] 29,20 21,32 19,74 15,94 13,80
## [1] Sum of average importance: 100
## [1] "Chart of average factors importance"Segementation Analysis
Segment the respondents using k-means clustering and visualize the results.
segments <- caSegmentation(preferences, profiles)
print(segments$seg)## K-means clustering with 2 clusters of sizes 28, 12
##
## Cluster means:
## [,1] [,2] [,3] [,4] [,5] [,6] [,7] [,8]
## 1 41.85268 36.81250 47.54911 36.00000 45.17857 32.04911 46.81250 31.88839
## 2 50.12500 54.29167 39.04167 55.45833 50.34375 52.19792 38.07292 54.71875
## [,9] [,10] [,11] [,12] [,13] [,14] [,15] [,16]
## 1 50.75893 32.70982 48.41071 35.22768 48.88839 34.12500 47.19196 32.58036
## 2 44.02083 61.16667 32.81250 59.91667 46.76042 59.30208 36.90625 56.86458
##
## Clustering vector:
## [1] 1 2 1 1 1 1 1 1 1 2 2 1 1 2 2 2 1 1 1 1 2 1 2 1 1 1 2 1 1 1 1 2 1 1 1 1 1 1
## [39] 2 2
##
## Within cluster sum of squares by cluster:
## [1] 105093.4 53274.4
## (between_SS / total_SS = 20.6 %)
##
## Available components:
##
## [1] "cluster" "centers" "totss" "withinss" "tot.withinss"
## [6] "betweenss" "size" "iter" "ifault"# Required packages for visualization
require(fpc)## Loading required package: fpc## Warning: package 'fpc' was built under R version 4.3.3require(broom)## Loading required package: broomrequire(ggplot2)## Loading required package: ggplot2dcf <- discrcoord(segments$util, segments$sclu)
assignments <- augment(segments$segm, dcf$proj[,1:2])
ggplot(assignments) + geom_point(aes(x=X1, y=X2, color=.cluster)) + labs(color="Cluster Assignment", title="K-Means Clustering Results")
Conclusion
The analysis clearly shows a strong preference among target consumers, especially discerning business travelers like Nissa, for spacious accommodations and high-level business amenities, including robust internet access and versatile leisure facilities. These preferences are consistent across different segments, indicating their broad appeal.
The segmentation reveals distinct groups within the broader market, each with unique preferences. While a larger segment favors cost-effective and practical solutions, a smaller, more lucrative segment (including frequent travelers like Nissa) places significant value on luxury and comprehensive services.
Profiles that align with the high-utility preferences identified through conjoint analysis—particularly those combining luxury, technology, and comprehensive services—are likely to capture a substantial share of the target market.