Modeling and Multivariate Methods - SAS

Chapter 16 Performing Choice Modeling 417
Example: Valuing Trade-offs
Figure 16.17 Laptop Results Without Subject Effects
Results of this study show that while all the factors are important, the most important factor in the laptop
study is Hard Disk. The respondents prefer the larger size. Note that respondents did not think a price
increase from $1000 to $1200 was important, but an increase from $1200 to $1500 was considered
important. This effect is easily visualized by examining the factors interactively with the Prediction Profiler.
Such a finding can have implications for pricing policies, depending on external market forces.
To include subject effect for the laptop study, simply add to the Choice Modeling dialog box:
• Under Subject Data, Select Data Table > Other > OK > Laptop Subjects.jmp.
• Select Person as Subject ID and Gender and Job as the model effects. The Subject Data dialog box is
shown in Figure 16.18.