Index of Paper Presentations for the Parallel Sessions - Academy of ...

Conjoint AnalysisFor identifying dimensions of importance and the relative salience of each in designing aBluetooth solution for Proximity Marketing, a conjoint analysis was done.This technique is appropriate particularly for designing a new product or service offering.Full- factorial Conjoint is appropriate as in this case since the offering was complex with a high number ofattributes (Scholz, Meissner & Decker, 2010). There is a possibility to receive a high rating across allattributes hence a constant sum approach like Conjoint was used. This helps bring out the trade- offsbetween various attributes well (Nedzer & Srinivasan, 2011).Full factorial Conjoint Analysis was used for this study using the statistical package for social sciences(SPSS version 15.0). The output generated importance levels and the preferred combination of attributes,and choices for each of the retailer individually, and as a category.Using the orthogonal design feature, sixteen combinations of attributes were generated into plan cards. InAppendix B, Respondents (retailers) were presented with the cards and asked to rank their preferences.Conjoint analysis was performed using SPSS ver. 15.0. The relative importance values of the attributesacross four categories (Government Services/ Retail, International franchisees, Standalone retailers andLocal franchisees) were recorded (refer Exhibit 1(a)).