Conjoint Analysis

Objective

Use Hierarchical linear model to determine individual level effect and estimate the values in model for each respondent in terms of preferred combination of product features, which is the conjoint analysis in marketing.

Dataset Summary

Features about roller coasters:

levels of maximum speed: 40, 50, 60, or 70
height: 200, 300 or 400
construction type: "wood" or "steel"
theme: "Dragon" or "Eagle"

Content

Simulate conjoint data.
Fit a partial hierarchical linear model.
Fit a complete hierarchical linear model.

Tools

R + RStudio

Library

library(lme4)

library(Matrix)