Conjoint Analysis Calculator (Rating-Based)
Find out how much each product attribute drives preference. Respondents rate product profiles; the tool estimates part-worth utilities for every attribute level and the relative importance of each attribute.
Updated · By Bibin XavierData 360 × 7
| Respondenttext · 40 levels | Profilenumeric | Brandtext · 3 levels | Pricetext · 3 levels | Battery_Lifetext · 3 levels | Cameratext · 3 levels | Ratingnumeric · coded |
|---|---|---|---|---|---|---|
| R01 | 1 | Apex | $299 | 1 day | 12 MP | 5 |
| R01 | 2 | Apex | $399 | 2 days | 108 MP | 6 |
| R01 | 3 | Apex | $499 | 3 days | 48 MP | 4 |
| R01 | 4 | Nova | $299 | 2 days | 48 MP | 7 |
| R01 | 5 | Nova | $399 | 3 days | 12 MP | 6 |
| R01 | 6 | Nova | $499 | 1 day | 108 MP | 4 |
| R01 | 7 | Zenit | $299 | 3 days | 108 MP | 7 |
| R01 | 8 | Zenit | $399 | 1 day | 48 MP | 5 |
Variables and options
Results
360 rows · example dataPart-worth utilities
| Attribute | Level | Utility | SE |
|---|---|---|---|
| Brand | Apex | -0.039 | 0.058 |
| Nova | 0.461 | 0.058 | |
| Zenit | -0.422 | 0.058 | |
| Price | $299 | 0.786 | 0.058 |
| $399 | -0.064 | 0.058 | |
| $499 | -0.722 | 0.058 | |
| Battery_Life | 1 day | -0.614 | 0.058 |
| 2 days | 0.078 | 0.058 | |
| 3 days | 0.536 | 0.058 | |
| Camera | 12 MP | -0.414 | 0.058 |
| 48 MP | -0.006 | 0.058 | |
| 108 MP | 0.419 | 0.058 |
Note. Effects coded so that utilities sum to zero within each attribute. Constant = 5.050.
Attribute importance
| Attribute | Range of utilities | Importance (aggregate) |
|---|---|---|
| Brand | 0.883 | 20.2% |
| Price | 1.508 | 34.5% |
| Battery_Life | 1.150 | 26.3% |
| Camera | 0.833 | 19.0% |
Note. Importance = range of an attribute’s part-worths divided by the sum of ranges.
Attribute importance
Part-worth utilities by level
Interpretation
Price is the most important attribute (34.5% of importance), followed by Battery_Life (26.3%), Brand (20.2%), Camera (19.0%). The most preferred profile combines Brand = Nova, Price = $299, Battery_Life = 3 days, Camera = 108 MP.
How to cite this tool
Using these results in a thesis, journal article, report or class assignment? Please cite this free tool so others can find it. It keeps the site free.
APA 7
Xavier, B. (2026). Conjoint Analysis Calculator (Rating-Based) [Web application]. FreeStatisticalTools.com. https://freestatisticaltools.com/conjoint-analysis-calculator/
BibTeX
@software{xavier_conjointanalysis_2026,
author = {Xavier, Bibin},
title = {Conjoint Analysis Calculator (Rating-Based)},
publisher = {FreeStatisticalTools.com},
year = {2026},
url = {https://freestatisticaltools.com/conjoint-analysis-calculator/},
note = {Web application}
}Suggested sentence for your methods section: “The analysis was carried out with the free Conjoint Analysis Calculator (Rating-Based) tool on FreeStatisticalTools.com (Xavier, 2026).”
What is conjoint analysis?
Conjoint analysis reveals how people trade off product features. Respondents rate product profiles that combine attribute levels; regression on those ratings yields a part-worth utility for every level and the relative importance of each attribute.
When to use conjoint analysis
Use rating-based conjoint when respondents score full product profiles from an orthogonal or fractional factorial design.
Assumptions
- Attributes combine additively (no interactions).
- Each respondent rates enough profiles for individual estimates: more profiles than estimated parameters.
How to set up your data
Long format: one row per respondent and profile, with the rating and one column per attribute holding the level shown.
How to use this tool
- Enter your data. Paste columns from Excel, Google Sheets or SPSS with variable names in the first row, or upload a CSV or Excel file. The example data shows the expected layout.
- Choose the variables. Select the rating or preference score, attributes and respondent identifier (optional).
- Read the results. Results update automatically. Read the plain-English interpretation, then use Copy table to paste APA-style tables into Word and Copy for the results sentence.
How to report conjoint analysis in APA style
Report part-worths for each level and the relative importance of each attribute.
Frequently asked questions
What is a part-worth utility?
The contribution of an attribute level to overall preference. Within each attribute the part-worths sum to zero, so positive values are preferred to the average level.
How is attribute importance calculated?
As the range of an attribute’s part-worths divided by the sum of ranges across all attributes, expressed as a percentage.
How many profiles do respondents need to rate?
More than the number of parameters for individual-level estimates. An orthogonal design such as L9 covers four attributes with three levels in nine profiles.
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