This article shows examples of attributes and levels used in three choice-based conjoint studies:
- Demand for sugar-free chocolate
- Preferences for home-delivered meals
- Valuing an employer being carbon neutral
Demand for sugar-free chocolate
The example is described in Overview of Choice-Based Conjoint.
Preferences for home-delivered meals
The attributes below are from a study with the very general goal of understanding preferences for home-delivered meals. The study had no clear commercial goals other than to "gain insight".
| ATTRIBUTE | LEVEL 1 | LEVEL 2 | LEVEL 3 | LEVEL 4 | LEVEL 5 | LEVEL 6 | LEVEL 7 | LEVEL 8 |
| Price per person | $ 10.00 | $ 12.00 | $ 15.00 | $ 20.00 | $ 30.00 | |||
| Cuisine | Pizza | Hamburgers | Chinese | Mexican | Thai | Chicken | Indian | Italian |
| Ownership | Local | Chain | ||||||
| Kids menu | Available | Unavailable | ||||||
| Ordering method | Phone only | Phone and online | Phone and app | Phone, online, and app | ||||
| Vegan options | Available | Unavailable | ||||||
| Delivery time | 20 min | 30 min | 40 min | 60 min | ||||
| Nutrition information | On menu | Unavailable | ||||||
| Average review rating (out of 5 stars) | 3 | 4 | 4.2 | 4.5 | 4.7 | |||
| Gluten-free options | Available | Unavailable | ||||||
| Organic options | Available | Unavailable | ||||||
| Dessert options | Available | Unavailable | ||||||
| Packaging | Throwaway plastic | Recyclable | Premium packaging | |||||
| Healthy options | Available | Unavailable |
Valuing an employer being carbon neutral
The principle goal of the attributes below is to understand how much employees value employers being carbon neutral. Secondary goals were to understand preferences for work location and software quality.
| ATTRIBUTE | Salary (compared to current) | When company commits to become carbon neutral | Software you will use in your role | Work location |
| LEVEL 1 | Your current salary | Employer not planning to become carbon neutral | You will use poor-quality software | Work in the office every day |
| LEVEL 2 | Salary 5% higher | Employer will be carbon neutral in 30 years | You will use widely-used software, but it's not great | Work from home half the time |
| LEVEL 3 | Salary 10% higher | Employer will be carbon neutral in 20 years | You will use the best software for the job | Come into the office for key meetings |
| LEVEL 4 | Salary 15% higher | Employer will be carbon neutral in 10 years | Fully remote | |
| LEVEL 5 | Salary 20% higher | Employer will be carbon neutral in 5 years | ||
| LEVEL 6 | Employer is carbon neutral | |||
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