Package ‘conjoint’

July 26, 2018

Title An Implementation of Conjoint Analysis Method
Description This is a simple R package that allows to measure the stated preferences using tradi-
tional conjoint analysis method.
Version 1.41
Date 2018-07-19
Imports AlgDesign, stats, grDevices, graphics, fpc, broom, ggplot2,
cluster, ggfortify
Author Andrzej Bak and Tomasz Bartlomowicz
<[Link]@[Link]>, <[Link]@[Link]>
Maintainer Tomasz Bartlomowicz <[Link]@[Link]>
License GPL (>= 2)
URL [Link], [Link]
Repository CRAN
Date/Publication 2018-07-26 13:00:03 UTC
NeedsCompilation no

R topics documented:
caBTL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
caEncodedDesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
caFactorialDesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
caImportance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
caLogit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
caMaxUtility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
caModel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
caPartUtilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
caRankToScore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
caRecreatedDesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
caSegmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
caTotalUtilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
caUtilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
chocolate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

1
2 caBTL

Conjoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
czekolada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
herbata . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
ice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
journey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
lody . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
plyty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
ShowAllSimulations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
ShowAllUtilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
tea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
wycieczka . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Index 32

caBTL Function caBTL estimates participation (market share) of simulation

profiles

Description

Function caBTL estimates participation of simulation profiles using probabilistic model BTL (Bradley-
Terry-Luce). Function returns vector of percentage participations. The sum of participation should
be 100%.

Usage

caBTL(sym, y, x)

Arguments

sym matrix of simulation profiles

y matrix of preferences
x matrix of profiles

Author(s)

Andrzej Bak <[Link]@[Link]>,

Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]
caEncodedDesign 3

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caLogit, caMaxUtility and ShowAllSimulations

Examples
#Example 1
library(conjoint)
data(tea)
simutil<-caBTL(tsimp,tpref,tprof)
print("Percentage participation of profiles: ", quote=FALSE)
print(simutil)

#Example 2
library(conjoint)
data(chocolate)
simutil<-caBTL(csimp,cpref,cprof)
print("Percentage participation of profiles:", quote=FALSE)
print(simutil)

#Example 3
library(conjoint)
data(chocolate)
ShowAllSimulations(csimp,cpref,cprof)

#Example 4
#library(conjoint)
#data(journey)
#ShowAllSimulations(jsimp,jpref,jprof)

caEncodedDesign Function caEncodedDesign encodes full or fractional factorial design

Description
Function caEncodedDesign encodes full or fractional factorial design. Function converts design of
experiment to matrix of profiles.
4 caEncodedDesign

Usage
caEncodedDesign(design)

Arguments
design design of experiment returned by caFactorialDesign function

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caFactorialDesign and caRecreatedDesign

Examples
#Example 1
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="orthogonal")
print(design)
code=caEncodedDesign(design)
print(code)
print(cor(code))
write.csv2(design,file="orthogonal_factorial_design.csv",[Link]=FALSE)
write.csv2(code,file="encoded_orthogonal_factorial_design.csv",[Link]=FALSE)
caFactorialDesign 5

caFactorialDesign Function caFactorialDesign creates full or fractional factorial design

Description
Function caFactorialDesign creates full or fractional factorial design. Function can return orthogo-
nal factorial design.

Usage
caFactorialDesign(data, type="null", cards=NA, seed=123)

Arguments
data experiment whose design consists of two or more factors, each with with 2 or
more discrete levels
type type of factorial design (possible values: "full", "fractional", "ca", "aca", "or-
thogonal"; default value: type="null")
cards number of experimental runs
seed seed settings (default value: seed=123)

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caEncodedDesign and caRecreatedDesign
6 caFactorialDesign

Examples

#Example 1
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="full")
print(design)
print(cor(caEncodedDesign(design)))

#Example 2
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment)
print(design)
print(cor(caEncodedDesign(design)))

#Example 3
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="orthogonal")
print(design)
print(cor(caEncodedDesign(design)))

#Example 4
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="fractional",cards=16)
print(design)
print(cor(caEncodedDesign(design)))

#Example 5
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
caImportance 7

design=caFactorialDesign(data=experiment,type="fractional")
print(design)
print(cor(caEncodedDesign(design)))

#Example 6
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="ca")
print(design)
print(cor(caEncodedDesign(design)))

#Example 7
library(conjoint)
experiment<-[Link](
price=c("low","medium","high"),
variety=c("black","green","red"),
kind=c("bags","granulated","leafy"),
aroma=c("yes","no"))
design=caFactorialDesign(data=experiment,type="aca")
print(design)
print(cor(caEncodedDesign(design)))

caImportance Function caImportance calculates importance of all attributes

Description
Function caImportance calculates importance of all attributes. Function returns vector of percentage
attributes’ importance and corresponding chart (barplot). The sum of importance should be 100%.

Usage
caImportance(y, x)

Arguments
y matrix of preferences
x matrix of profiles

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]
8 caImportance

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
Conjoint

Examples
#Example 1
library(conjoint)
data(tea)
imp<-caImportance(tprefm,tprof)
print("Importance summary: ", quote=FALSE)
print(imp)
print(paste("Sum: ", sum(imp)), quote=FALSE)

#Example 2
library(conjoint)
data(chocolate)
imp<-caImportance(cprefm,cprof)
print("Importance summary: ", quote=FALSE)
print(imp)
print(paste("Sum: ", sum(imp)), quote=FALSE)

#Example 3
library(conjoint)
data(journey)
imp<-caImportance(jpref[1,],jprof)
print("Importance summary of first respondent: ", quote=FALSE)
print(imp)
print(paste("Sum: ", sum(imp)), quote=FALSE)

#Example 4
library(conjoint)
data(journey)
imp<-caImportance(jpref[1:5,],jprof)
print("Importance summary of group of 5 respondents: ", quote=FALSE)
print(imp)
print(paste("Sum: ", sum(imp)), quote=FALSE)
caLogit 9

caLogit Function caLogit estimates participation (market share) of the simu-

lation profiles

Description

Function caLogit estimates participation of simulation profiles using logit model. Function returns
vector of percentage participations. The sum of participation should be 100%.

Usage

caLogit(sym, y, x)

Arguments

sym matrix of simulation profiles

y matrix of preferences
x matrix of profiles

Author(s)

Andrzej Bak <[Link]@[Link]>,

Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References

Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also

caBTL, caMaxUtility and ShowAllSimulations

10 caMaxUtility

Examples
#Example 1
library(conjoint)
data(tea)
simutil<-caLogit(tsimp,tpref,tprof)
print("Percentage participation of profiles: ", quote=FALSE)
print(simutil)

#Example 2
library(conjoint)
data(chocolate)
simutil<-caLogit(csimp,cpref,cprof)
print("Percentage participation of profiles:", quote=FALSE)
print(simutil)

#Example 3
library(conjoint)
data(chocolate)
ShowAllSimulations(csimp,cpref,cprof)

#Example 4
#library(conjoint)
#data(journey)
#ShowAllSimulations(jsimp,jpref,jprof)

caMaxUtility Function caMaxUtility estimates participation (market share) of sim-

ulation profiles

Description

Function caMaxUtility estimates participation of simulation profiles using model of maximum util-
ity ("first position"). Function returns vector of percentage participations. The sum of participation
should be 100%.

Usage

caMaxUtility(sym, y, x)

Arguments

sym matrix of simulation profiles

y matrix of preferences
x matrix of profiles
caMaxUtility 11

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caBTL, caLogit and ShowAllSimulations

Examples
#Example 1
library(conjoint)
data(tea)
simutil<-caMaxUtility(tsimp,tpref,tprof)
print("Percentage participation of profiles: ", quote=FALSE)
print(simutil)

#Example 2
library(conjoint)
data(chocolate)
simutil<-caMaxUtility(csimp,cpref,cprof)
print("Percentage participation of profiles:", quote=FALSE)
print(simutil)

#Example 3
library(conjoint)
data(chocolate)
ShowAllSimulations(csimp,cpref,cprof)

#Example 4
#library(conjoint)
#data(journey)
#ShowAllSimulations(jsimp,jpref,jprof)
12 caModel

caModel Function caModel estimates parameters of conjoint analysis model

Description

Function caModel estimates parameters of conjoint analysis model for one respondent. Function
caModel returns vector of estimated parameters of traditional conjoint analysis model.

Usage

caModel(y, x)

Arguments

y vector of preferences, vector should be like single profil of preferences

x matrix of profiles

Author(s)

Andrzej Bak <[Link]@[Link]>,

Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References

Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also

Conjoint
caPartUtilities 13

Examples
#Example 1
library(conjoint)
data(tea)
model=caModel(tprefm[1,], tprof)
print(model)

#Example 2
library(conjoint)
data(chocolate)
model=caModel(cprefm[1,], cprof)
print(model)

#Example 3
library(conjoint)
data(journey)
model=caModel(jpref[306,], jprof)
print(model)

caPartUtilities Function caPartUtilities calculates matrix of individual utilities

Description
Function caPartUtilities calculates matrix of individual utilities for respondents. Function returns
matrix of partial utilities (parameters of conjoint model regresion) for all artificial variables includ-
ing parameters for reference levels for respondents (with intercept on first place).

Usage
caPartUtilities(y, x, z)

Arguments
y matrix of preferences
x matrix of profiles
z vector of levels names

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]
14 caRankToScore

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caUtilities, caTotalUtilities and ShowAllUtilities

Examples
#Example 1
library(conjoint)
data(tea)
uslall<-caPartUtilities(tprefm,tprof,tlevn)
print(uslall)

#Example 2
library(conjoint)
data(chocolate)
uslall<-caPartUtilities(cprefm,cprof,clevn)
print(head(uslall))

#Example 3
library(conjoint)
data(journey)
usl<-caPartUtilities(jpref[1,],jprof,jlevn)
print("Individual (partial) utilities for first respondent:")
print(usl)

caRankToScore Function caRankToScore transforms ranking data into rating data de-
sign

Description
Function caRankToScore transforms ranking data into rating data design necessary for conjoint
model.

Usage
caRankToScore([Link])
caRecreatedDesign 15

Arguments
[Link] matrix of preferences in ranking format

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

Examples
#Example 1
library(conjoint)
data(ice)
print(ilevn)
print(iprof)
print(ipref)
preferences<-caRankToScore(ipref)
print(preferences)
Conjoint(preferences, iprof, ilevn)

caRecreatedDesign Function caRecreatedDesign reconstructs factorial design

Description
Function caRecreatedDesign reconstructs the factorial design on the basis of arguments in the form
of: a vector of variables (attributes) names, a vector of the number of variables’ levels, a vector of
variable level names and the list of numbers of the reconstructed profiles.

Usage
caRecreatedDesign([Link],[Link],z,[Link])
16 caRecreatedDesign

Arguments

[Link] a vector of variables (attributes) names

[Link] a vector of the number of variables’ levels
z a vector of variable level names
[Link] list of numbers of the reconstructed profiles

Author(s)

Andrzej Bak <[Link]@[Link]>,

Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References

Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also

caFactorialDesign and caEncodedDesign

Examples
#Example 1
library(conjoint)
attrNames<-c("price","variety","kind","aroma")
levNumbers<-c(3,3,3,2)
z<-c("low","medium","high","black","green","red","bags","granulated","leafy","yes","no")
profNumbers<-c(3,4,14,20,27,29,33,35,39,43,46,50,51)
design<-caRecreatedDesign(attrNames,levNumbers,z,profNumbers)
print(design)
write.csv2(design$dnumbers,file="design_numbers.csv",[Link]=FALSE)
write.csv2(design$dnames,file="design_names.csv",[Link]=FALSE)
caSegmentation 17

caSegmentation Function caSegmentation divides respondents on clusters

Description
Function caSegmentation divides respondents on n clusters (segments) using k-means method (func-
tion kmeans, package stats). There are two data sets used - matrix or vector of preferences and
matrix of profiles.

Usage
caSegmentation(y, x, c)

Arguments
y matrix of preferences
x matrix of profiles
c number of clusters (optional), default value c=2

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

Examples
#Example 1
library(conjoint)
require(fpc)
data(tea)
segments<-caSegmentation(tprefm,tprof)
print(segments$seg)
18 caTotalUtilities

plotcluster(segments$util,segments$sclu)

#Example 2
library(conjoint)
require(fpc)
data(tea)
segments<-caSegmentation(tpref,tprof,3)
print(segments$seg)
plotcluster(segments$util,segments$sclu)

#example 3
library(conjoint)
require(fpc)
require(broom)
require(ggplot2)
data(tea)
segments<-caSegmentation(tprefm,tprof,3)
dcf<-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")

#Example 4
library(conjoint)
require(ggfortify)
data(tea)
segments<-caSegmentation(tpref,tprof,3)
print(segments$seg)
util<-[Link](segments$util)
[Link](123)
ggplot2::autoplot(kmeans(util,3),data=util,label=TRUE,[Link]=4,frame=TRUE)

#Example 5
#library(conjoint)
#require(ggfortify)
#require(cluster)
#data(tea)
#segments<-caSegmentation(tpref,tprof,3)
#print(segments$seg)
#util<-[Link](segments$util)
#ggplot2::autoplot(pam(util,3),label=TRUE,[Link]=4,frame=TRUE,[Link]='norm')

caTotalUtilities Function caTotalUtilities calculates matrix of theoreticall total utili-

ties

Description
Function caTotalUtilities calculates matrix of theoreticall total utilities for respondents. Function
returns matrix of total utilities for all profiles.
caTotalUtilities 19

Usage
caTotalUtilities(y, x)

Arguments
y matrix of preferences
x matrix of profiles

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caUtilities, caPartUtilities and ShowAllUtilities

Examples
#Example 1
library(conjoint)
data(tea)
uslall<-caTotalUtilities(tprefm,tprof)
print(uslall)

#Example 2
library(conjoint)
data(chocolate)
uslall<-caTotalUtilities(cprefm,cprof)
print(uslall)

#Example 3
library(conjoint)
data(journey)
20 caUtilities

usl<-caTotalUtilities(jpref[1,],jprof)
print("Individual (total) utilities for first respondent:")
print(usl)

caUtilities Function caUtilities calculates utilities of levels of atrtributes

Description
Function caUtilities calculates utilities of attribute’s levels. Function returns vector of utilities.

Usage
caUtilities(y,x,z)

Arguments
y matrix of preferences
x matrix of profiles
z matrix of levels names

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caPartUtilities and caTotalUtilities
chocolate 21

Examples
#Example 1
library(conjoint)
data(tea)
uslall<-caUtilities(tprefm,tprof,tlevn)
print(uslall)

#Example 2
library(conjoint)
data(chocolate)
uslall<-caUtilities(cprefm,cprof,clevn)
print(uslall)

#Example 3
library(conjoint)
data(journey)
usl<-caUtilities(jpref[1,],jprof,jlevn)
print("Individual utilities for first respondent:")
print(usl)

chocolate Sample data for conjoint analysis

Description
Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by W. Nowak in 2000.

Usage
data(chocolate)
cpref
cprefm
cprof
clevn
csimp

Format
cpref Vector of preferences (length 1392).
cprefm Matrix of preferences (87 respondents and 16 profiles).
cprof Matrix of profiles (5 attributes and 16 profiles).
clevn Character vector of names for the attributes’ levels.
csimp Matrix of simulation profiles.
22 Conjoint

Examples
library(conjoint)
data(chocolate)
print(cprefm)
print(cprof)
print(clevn)
print(csimp)

Conjoint Function Conjoint sums up the main results of conjoint analysis

Description
Function Conjoint is a combination of following conjoint pakage’s functions: caPartUtilities,
caUtilities and caImportance. Therefore it sums up the main results of conjoint analysis. Func-
tion Conjoint returns matrix of partial utilities for levels of variables for respondents, vector of
utilities for attribute’s levels and vector of percentage attributes’ importance with corresponding
chart (barplot). The sum of importance should be 100

Usage
Conjoint(y, x, z, [Link])

Arguments
y matrix of preferences
x matrix of profiles
z matrix of levels names
[Link] type of data preferences (possible values: "score" for preferences as rating data,
"rank" for preferences as ranking data; default value: [Link]="score")

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Conjoint 23

Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also

caImportance, caPartUtilities and caUtilities

Examples

#Example 1
library(conjoint)
data(ice)
print("Preferences of all respondents (preferences as ranking data):")
Conjoint(ipref,iprof,ilevn,[Link]="rank")

#Example 2
library(conjoint)
data(ice)
ipref=caRankToScore(ipref)
print("Preferences of all respondents (preferences converted into rating data):")
Conjoint(ipref,iprof,ilevn,[Link]="score")

#Example 3
library(conjoint)
data(journey)
print("Preferences of all respondents (preferences as default - rating data):")
Conjoint(jpref,jprof,jlevn)

#Example 4
library(conjoint)
data(tea)
print("Preferences of all respondents (preferences as rating data):")
Conjoint(tprefm,tprof,tlevn,[Link]="score")

#Example 5
library(conjoint)
data(tea)
print("Preferences of first respondent (preferences as default - rating data):")
Conjoint(tprefm[1,],tprof,tlevn)

#Example 6
library(conjoint)
data(tea)
print("Preferences of group of 5 respondents (preferences as rating data):")
Conjoint(tprefm[11:15,],tprof,tlevn,[Link]="score")
24 herbata

czekolada Sample data for conjoint analysis

Description
Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by W. Nowak in 2000.

Usage
data(czekolada)
czpref
czprefm
czprof
czlevn
czsimp

Format
czpref Vector of preferences (length 1392).
czprefm Matrix of preferences (87 respondents and 16 profiles).
czprof Matrix of profiles (5 attributes and 16 profiles).
czlevn Character vector of names for the attributes’ levels.
czsimp Matrix of simulation profiles.

Examples
library(conjoint)
data(czekolada)
print(czprefm)
print(czprof)
print(czlevn)
print(czsimp)

herbata Sample data for conjoint analysis

Description
Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by M. Baran in 2007.
ice 25

Usage
data(herbata)
hpref
hprefm
hprof
hlevn
hsimp

Format
hpref Vector of preferences (length 1300).
hprefm Matrix of preferences (100 respondents and 13 profiles).
hprof Matrix of profiles (4 attributes and 13 profiles).
hlevn Character vector of names for the attributes’ levels.
hsimp Matrix of simulation profiles.

Examples
library(conjoint)
data(herbata)
print(hprefm)
print(hprof)
print(hlevn)
print(hsimp)

ice Sample data for conjoint analysis

Description
Sample artificial data in rank mode. Ranking (rank) data needs conversion into rating (score) data.

Usage
data(ice)
ipref
iprof
ilevn

Format
ipref Matrix of preferences (6 respondents and 9 profiles).
iprof Matrix of profiles (4 attributes and 9 profiles).
ilevn Character vector of names for the attributes’ levels.
26 journey

Examples

library(conjoint)
data(ice)
print(iprof)
print(ipref)
print(ilevn)

journey Sample data for conjoint analysis

Description

Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by M. Gordzicz in 2015/2016.

Usage

data(journey)
jpref
jprof
jlevn
jsimp

Format

jpref Matrix of preferences (306 respondents and 14 profiles).

jprof Matrix of profiles (4 attributes and 14 profiles).
jlevn Character vector of names for the attributes’ levels.
jsimp Matrix of simulation profiles.

Examples

library(conjoint)
data(journey)
print(jpref)
print(jprof)
print(jlevn)
print(jsimp)
lody 27

lody Sample data for conjoint analysis

Description
Sample artificial data in rank mode. Ranking (rank) data needs conversion into rating (score) data.

Usage
data(lody)
lpref
lprof
llevn

Format
lpref Matrix of preferences (6 respondents and 9 profiles).
lprof Matrix of profiles (4 attributes and 9 profiles).
llevn Character vector of names for the attributes’ levels.

Examples
library(conjoint)
data(lody)
print(lprof)
print(lpref)
print(llevn)

plyty Sample data for conjoint analysis

Description
Sample artificial data in score mode. Rating (score) data does not need any conversion.

Usage
data(plyty)
ppref
pprof
plevn

Format
ppref Matrix of preferences (6 respondents and 8 profiles).
pprof Matrix of profiles (3 attributes and 8 profiles).
plevn Character vector of names for the attributes’ levels.
28 ShowAllSimulations

Examples
library(conjoint)
data(plyty)
print(pprof)
print(ppref)
print(plevn)

ShowAllSimulations Function ShowAllSimulations sums up the results of all simulation

functions

Description
Function ShowAllSimulations sums up the results of all simulation functions. It’s a combination
of following conjoint pakage’s functions: caMaxUtility, caBTL and caLogit. Therefore it sums
up the main results of simulation using conjoint analysis method. Function ShowAllSimulations
returns three vectors of percentage participations using maximum utility, BTL and logit models.
The sum of importance for every vector should be 100%.

Usage
ShowAllSimulations(sym, y, x)

Arguments
sym matrix of simulation profiles
y matrix of preferences
x matrix of profiles

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]

References
Bak A., Bartlomowicz T. (2012), Conjoint analysis method and its implementation in conjoint R
package, [In:] Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, [Link],
Warszawa, p.239-248.
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa, p. 283-317.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, p. 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.
ShowAllUtilities 29

See Also
caBTL, caLogit and caMaxUtility

Examples
#Example 1
library(conjoint)
data(tea)
ShowAllSimulations(tsimp,tpref,tprof)

#Example 2
library(conjoint)
data(chocolate)
ShowAllSimulations(csimp,cpref,cprof)

#Example 3
#library(conjoint)
#data(journey)
#ShowAllSimulations(jsimp,jpref,jprof)

ShowAllUtilities Function ShowAllUtilities sums up all results of utility measures

Description
Function ShowAllUtilities is a combination of following conjoint pakage’s functions: caPartUtilities,
caTotalUtilities, caUtilities and caImportance. Function ShowAllUtilities returns: matrix
of partial utilities (basic matrix of utilities with the intercept), matrix of total utilities for n pro-
files and all respondents, vector of utilities for attribute’s levels and vector of percentage attributes’
importance, with sum of importance. The sum of importance should be 100%.

Usage
ShowAllUtilities(y, x, z)

Arguments
y matrix of preferences
x matrix of profiles
z matrix of levles names

Author(s)
Andrzej Bak <[Link]@[Link]>,
Tomasz Bartlomowicz <[Link]@[Link]>
Department of Econometrics and Computer Science, Wroclaw University of Economics, Poland
[Link]
30 tea

References
Bak A. (2009), Analiza Conjoint [Conjoint Analysis], [In:] Walesiak M., Gatnar E. (Eds.), Statysty-
czna analiza danych z wykorzystaniem programu R [Statistical Data Analysis using R], Wydawnictwo
Naukowe PWN, Warszawa.
Green P.E., Srinivasan V. (1978), Conjoint Analysis in Consumer Research: Issues and Outlook,
"Journal of Consumer Research", September, 5, 103-123.
SPSS 6.1 Categories (1994), SPSS Inc., Chicago.

See Also
caImportance, caPartUtilities, caTotalUtilities and caUtilities

Examples
#Example 1
library(conjoint)
data(tea)
ShowAllUtilities(tprefm,tprof,tlevn)

#Example 2
library(conjoint)
data(chocolate)
ShowAllUtilities(cprefm,cprof,clevn)

tea Sample data for conjoint analysis

Description
Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by M. Baran in 2007.

Usage
data(tea)
tpref
tprefm
tprof
tlevn
tsimp

Format
tpref Vector of preferences (length 1300).
tprefm Matrix of preferences (100 respondents and 13 profiles).
tprof Matrix of profiles (4 attributes and 13 profiles).
tlevn Character vector of names for the attributes’ levels.
tsimp Matrix of simulation profiles.
wycieczka 31

Examples
library(conjoint)
data(tea)
print(tprefm)
print(tprof)
print(tlevn)
print(tsimp)

wycieczka Sample data for conjoint analysis

Description
Sample data in score mode. Rating (score) data does not need any conversion. Data collected in the
survey conducted by M. Gordzicz in 2015/2016.

Usage
data(wycieczka)
wpref
wprof
wlevn
wsimp

Format
wpref Matrix of preferences (306 respondents and 14 profiles).
wprof Matrix of profiles (4 attributes and 14 profiles).
wlevn Character vector of names for the attributes’ levels.
wsimp Matrix of simulation profiles.

Examples
library(conjoint)
data(wycieczka)
print(wpref)
print(wprof)
print(wlevn)
print(wsimp)
Index

∗Topic datasets caUtilities, 14, 19, 20, 22, 23, 29, 30

chocolate, 21 chocolate, 21
czekolada, 24 clevn (chocolate), 21
herbata, 24 Conjoint, 8, 12, 22
ice, 25 cpref (chocolate), 21
journey, 26 cprefm (chocolate), 21
lody, 27 cprof (chocolate), 21
plyty, 27 csimp (chocolate), 21
tea, 30 czekolada, 24
wycieczka, 31 czlevn (czekolada), 24
∗Topic multivariate czpref (czekolada), 24
caBTL, 2 czprefm (czekolada), 24
caEncodedDesign, 3 czprof (czekolada), 24
caFactorialDesign, 5 czsimp (czekolada), 24
caImportance, 7
caLogit, 9 herbata, 24
caMaxUtility, 10 hlevn (herbata), 24
caModel, 12 hpref (herbata), 24
caPartUtilities, 13 hprefm (herbata), 24
caRankToScore, 14 hprof (herbata), 24
caRecreatedDesign, 15 hsimp (herbata), 24
caSegmentation, 17
ice, 25
caTotalUtilities, 18
ilevn (ice), 25
caUtilities, 20
ipref (ice), 25
Conjoint, 22
iprof (ice), 25
ShowAllSimulations, 28
ShowAllUtilities, 29 jlevn (journey), 26
journey, 26
caBTL, 2, 9, 11, 28, 29
jpref (journey), 26
caEncodedDesign, 3, 5, 16
jprof (journey), 26
caFactorialDesign, 4, 5, 16
jsimp (journey), 26
caImportance, 7, 22, 23, 29, 30
caLogit, 3, 9, 11, 28, 29 llevn (lody), 27
caMaxUtility, 3, 9, 10, 28, 29 lody, 27
caModel, 12 lpref (lody), 27
caPartUtilities, 13, 19, 20, 22, 23, 29, 30 lprof (lody), 27
caRankToScore, 14
caRecreatedDesign, 4, 5, 15 plevn (plyty), 27
caSegmentation, 17 plyty, 27
caTotalUtilities, 14, 18, 20, 29, 30 ppref (plyty), 27

32
INDEX 33

pprof (plyty), 27

ShowAllSimulations, 3, 9, 11, 28
ShowAllUtilities, 14, 19, 29

tea, 30
tlevn (tea), 30
tpref (tea), 30
tprefm (tea), 30
tprof (tea), 30
tsimp (tea), 30

wlevn (wycieczka), 31
wpref (wycieczka), 31
wprof (wycieczka), 31
wsimp (wycieczka), 31
wycieczka, 31