[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-242979-105":53,"doc-detail-242979-en":126},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":119,"head_meta":121,"extra_data":123,"updated_unix":125},105,"en","conjoint-marketing-engineering-for-excel-tutorial-version-107","Conjoint - Marketing Engineering for Excel Tutorial - Version 1.0.7","","Marketing Engineering for Excel Conjoint tutorial explains how to run conjoint analysis inside Microsoft Excel using the ME •XL add-in. It introduces how conjoint analysis measures and predicts customer responses by decomposing preferences into partworth utilities, then recombines them to evaluate product concepts and market segments. The guide covers getting started, using the interactive assistant to create study design and data collection templates, and entering attributes and levels before generating Excel workbooks for analysis.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/conjoint-marketing-engineering-for-excel-tutorial-version-107/242979/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/conjoint-marketing-engineering-for-excel-tutorial-version-107/242979.png","ImageObject",442,249,{"name":88,"@type":89},"Gloria","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-18","2026-09-12",true,{"@type":98,"interactionType":99,"userInteractionCount":25},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What is conjoint analysis used for in this tutorial?","Question",{"text":108,"@type":109},"Conjoint analysis measures customers’ preferences and predicts responses to new products and to new features of existing products. It helps determine optimal product concepts and identify market segments that value specific concepts highly.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"How does the tutorial recommend starting a conjoint analysis?",{"text":113,"@type":109},"It recommends opening the provided example files (such as OfficeStar Data for Conjoint) and jumping to the specified steps to see how preference partworth estimation and running analyses work.",{"name":115,"@type":106,"acceptedAnswer":116},"What are study design templates and how are they created?",{"text":117,"@type":109},"A study design template is the first stage of a multi-step conjoint workflow. 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The software runs from within Microsoft Excel and only with data contained in an Excel spreadsheet.  \nAfter installing the software, simply open Microsoft Excel. A new menu appears, called “ME 􀀗XL.” This tutorial refers to the “ME 􀀗XL/Conjoint” submenu.  \nOverview  \nConjoint analysis measures customers’ preferences; it also analyzes and predicts customers’ responses to new products and new features of existing products. With conjoint analysis, companies can decompose customers’preferences for products and services (provided as descriptions, visual images, or product samples) into the “partworth” utilities associated with each option of each attribute or feature of the product category. By recombining these partworths, companies can predict customers’ preferences for any combination of attribute options, determine the optimal product concept, and identify market segments that value a particular product concept highly.  \nConjoint analysis also helps firms answer such questions as:  \n􀀹 How much are our customers willing to pay for an extended warranty?  \n􀀹 What drives purchase choices?  \n􀀹 If we must choose between two different features to introduce in the next generation of products, which one would have the most impact on customers’ satisfaction?  \n􀀹 In our market, how many customers are overly price sensitive? How many are mostly quality driven in their purchase decisions?  \nGetting Started  \nMany Marketing Engineering for Excel models allow you to use the interactive assistant, which prompts you for the parameters required by the model and builds a template spreadsheet into which you can to enter the required data. This generated template includes pre-selected cell ranges that correspond to the parameters you enter. These recommended Marketing Engineering for Excel templates facilitate subsequent analyses.  \nExpert users who are familiar with Marketing Engineering for Excel models and data requirements may prefer to input data directly in an unformatted spreadsheet. Such users should begin with the interactive assistant to become familiar with the data format that Marketing Engineering for Excel expects.  \nThe next section explains how to create an easy-to-use template to collect and enter your own data.  \nIf you want to run a conjoint analysis immediately, open the example file “OfficeStar Data (Conjoint, Part 1).xls” and jump to “Step 4: Estimating Preference Part Worths”(p.8) . By default, the example files install in “My Documents/My Marketing Engineering/.”  \nIf you want to see conjoint analysis in action, open the example file “OfficeStar Data (Conjoint, Part 2) and jump to “Step 7: Running analyses” (p. 14) . You should not change the analysis parameters manually (they were established in Step 5) but you will see how a conjoint process works.  \nStep 1 Creating a study design template  \nA conjoint study involves a complex, multi-step analysis. The first step requires designing the study itself: By which features and characteristics are the products under study described?  \nIn Excel, if you click on ME 􀀗 XL 􀁊 CONJOINT 􀁊 CREATE STUDY DESIGN TEMPLATE, a dialog box appears. The first dialog box prompts you to use an interactive assistant.  \nUnless you are already familiar with the methodology, you should select “yes.”  \nUsing the interactive assistant  \nThe first step of the study design template generation process requires you to label and list the attributes you want to use.  \nAn attribute is a general category that you can use to build and describe alternative products or services, such as ”color,”“price,” or “quality.” The attributes listed in the dialog box below come from the OfficeStar example.  \nAfter you have described the attributes, you must enter levels for each in the next step. An attribute is a general category description, such as color, price, or warranty, whereas","cbCaidsEDp6BSHP7","https://ap.wps.com/l/cbCaidsEDp6BSHP7","pdf",2788189,"English","# Tutorial - Conjoint - Marketing Engineering for Excel\n## Overview\n## Getting Started\n## Step 1 Creating a study design template\n## Step 2 Creating a data collection template","[{\"question\":\"What is conjoint analysis used for in this tutorial?\",\"answer\":\"Conjoint analysis measures customers’ preferences and predicts responses to new products and to new features of existing products. It helps determine optimal product concepts and identify market segments that value specific concepts highly.\"},{\"question\":\"How does the tutorial recommend starting a conjoint analysis?\",\"answer\":\"It recommends opening the provided example files (such as OfficeStar Data for Conjoint) and jumping to the specified steps to see how preference partworth estimation and running analyses work.\"},{\"question\":\"What are study design templates and how are they created?\",\"answer\":\"A study design template is the first stage of a multi-step conjoint workflow. The tutorial shows creating it in Excel via the ME •XL menu, using the interactive assistant to label attributes and then define levels for each attribute.\"}]","Conjoint - Marketing Engineering for Excel Tutorial - Version 1.0.7 | PDF",1789197978,6]