Step 1: Defining Conjoint Features & Levels

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Qtip: Conjoint projects are an additional purchase. Please contact your Account Executive if you are interested in learning more about this product.

Before you even open up the Qualtrics software, you need to determine the features and levels your conjoint will have. This means deciding what you’ll be testing as potential product bundles.

Understanding Feature and Levels

Features are the overall concepts you are testing. If you are looking to determine the best vacation to offer, features might include duration, location, and price.

Attention: Features will be shown in the order they are created in and will not be automatically randomized.

Levels are the different choices for each feature. For the feature location, possible levels include Bermuda, Jamaica, and the Bahamas.

Within the survey, your respondents will be presented with 1 level per feature in different combinations.

How many features should I offer? How many levels?

For a choice-based conjoint project, you should have about 3 to 8 features. Each feature should have about 2 to 7 levels.

We don’t want too few options, because then there isn’t much to test. But if we include too many, the number of respondents you have to survey to produce significant results massively increases. Too many choices can also lead to an increase in the number of packages each respondent is asked to choose between, increasing respondent fatigue and decreasing the value of your data.

FAQs

Qualtrics Topics From A to Z

Here you can find an organized guide of Qualtrics features and frequently searched terms and phrases. Use this guide to browse the various features available and to get to the right support page.

Configuring Conjoint Questio...

Conjoint analysis is dependent on properly setting up the features and levels into coherent questions respondents can easily choose between. From this tool, you will also be defining exclusions, choosing the format of the conjoint questions' presentation, and more.

Table of Contents

You can add a table of contents to your survey to allow your respondents to easily navigate between your question blocks and track their overall progress. The table of contents can be a great alternative to back buttons or skip logic, because it allows survey takers to go back and forth between specific sections of the same survey, without being forced to the end and without having to look through every page to get to their destination.

Embedded App Feedback

Embedded app feedback is a creative and intercept available for Website / App Insights projects. Embedded App feedback presents a way to build natural, conversational listening into your app experience. The guided setup for embedded app feedback lets you create an intercept right out of the box, allowing you to begin collecting feedback within your app with ease.

Simulating Packages

The Simulator tab allows you to simulate how respondents would react to different packages. By default, it tries to display the two packages with the highest contrast as Option 1 and 2, but it is important to adjust the simulator to get a better idea of the impact each package will have in comparison to each other.

New Survey Taking Experience

The new survey taking experience, formerly called the Simple Layout, is designed to simplify your survey building tools while also making the resulting survey more mobile-friendly, easy to use, and accessible for your respondents.

Step 1: Defining Conjoint Features & Levels

Understanding Feature and Levels

How many features should I offer? How many levels?

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