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Beyond the choice data · Survey Analysis

What does the rest of the questionnaire say?
Descriptives, tests and charts.

The questions around the choice tasks are analysed in the same project, with no export to a statistics package. Describe the sample, compare groups, test relationships and chart scale questions, then hand the result over as a publication-quality table in APA format.

Descriptives

Publication-quality tables in APA format, downloadable as DOCX or PNG.

Descriptive statistics in APA format: a table for metric variables with N, mean, SD, 95% confidence interval, minimum and maximum, and a frequency table for categorical variables.
Descriptive statistics in APA format: a table for metric variables with N, mean, SD, 95% confidence interval, minimum and maximum, and a frequency table for categorical variables.

Frequencies

The distribution of answers to any question, with counts and percentages, as bars or a histogram.

Bar chart of satisfaction with the current phone on a seven-point scale, with count and percentage per answer, N = 400.
Satisfaction with the current phone, from Very dissatisfied to Very satisfied.

Stacked Bars

Several scale items side by side, one bar per item.

Stacked bar chart of six agreement items on a seven-point scale, with the answer share of each scale point per item.
Stacked bar chart of six agreement items on a seven-point scale, with the answer share of each scale point per item.

Compare Groups

Compare means across groups: a t-test for two groups, a one-way ANOVA for three or more, with effect sizes.

Group comparison table: screen time, satisfaction and likelihood to recommend for people who do and do not plan to buy a phone within 12 months, with means, SDs, t-tests and Cohen’s d.
Screen time, satisfaction and recommendation of people who do and do not plan to buy a new phone within 12 months.

Crosstabs

Cross-tabulate two questions with row or column percentages and a chi-square test of independence.

Crosstab of household income by plans to buy a new phone within 12 months, with row percentages, chi-square test and Cramer’s V.
Plans to buy a new phone by household income: the share of buyers rises from 29% to 56%.

Correlations

Pearson correlations between metric and ordinal variables in one matrix, with p-values and colour by strength.

Correlation matrix of age, screen time, phone budget, satisfaction and likelihood to recommend, with r, p and n per cell.
Age, screen time, budget, satisfaction and recommendation: younger people spend more time on their phone, satisfied people recommend it.

Regressions

OLS for metric outcomes and logistic regression for yes/no outcomes. Nominal and ordinal predictors are dummy-coded.

Linear regression of the budget for the next phone on income, age and two attitude items, with estimates, standard errors, confidence intervals and p-values.
Linear: what drives the budget for the next phone.
Logistic regression of plans to buy a new phone within 12 months on income, screen time, satisfaction and an attitude item, with odds ratios.
Logistic: who plans to buy within 12 months, with odds ratios.

Market Research

Van Westendorp, Gabor-Granger and Kano results from the pricing and feature questions of the study.

Van Westendorp price sensitivity curves for a new smartphone, with an acceptable price range from 316 to 750 euros and the optimal price point at 454 euros.
Van Westendorp for a new smartphone: acceptable price range and optimal price point.

Importances

How much each conjoint attribute drives the choice, from every respondent’s HB utilities, for the whole sample or split by any question.

Conjoint attribute importances for a smartphone: price 46%, storage 19%, battery life 15%, camera 12%, screen 8%, with the spread across respondents.
All respondents, with the spread between people.
Conjoint attribute importances by household income band: price matters less as income rises.
By household income: price matters less as income rises.

Part-Worth Utilities

The value of every attribute level, as a distribution across respondents or as a table split by group.

Conjoint part-worth utility distributions for every level of price, battery life, storage, camera and screen size.
Every level as a distribution across respondents.
Table of mean conjoint part-worth utilities per level for four household income bands.
Mean part-worths per income band.

Analyse the whole questionnaire

Choice data and every other question of the study in one project.

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