Konjoin Spss 15
Konjoin Spss 15
k. Jikaada4faktordengan3levelakanmenghasilkan81kombinasiproduk(3x3x3x3).Seorangkonsumen akankesulitanmemberiperingkatdarike81kombinasiproduktersebutselainmembutuhkanwaktu yangrelatiflama. Untukmengatasimasalahini,disainyangdigunakanbukanfullfactordesignmelainkanfractional factorialdesign.Dengandesainini,sebagiandariseluruhkombinasiprodukdipilihyangbebarbenar berpengaruhterhadapefekutama.Efekinteraksitidakdiperhatikan.Desainsepertiitudikenaldengan namaorthogonalarray.Pembentukankombinasiatributyangmemenuhisifatorthogonalinimenjadi tahapawalyangsangatpenting. A. MembentukDesainOrthogonal Definisiyangcukupsingkatnamunjelasmengenaidesaionorthogonalsepertikutipanberikut:
In an orthogonal array table, balance is achieved because each level of a factor occurs an equal number of times with each level of each of the other factors. Note that all complete factorials in which there are an equal number of repeats for each factorlevel combination are orthogonal arrays. Some fractional factorials are orthogonal arrays, some are not. (Mason, 2003).
UntukmembangkitkanorthogonalplandalamSPSS15digunakansintaksberikut
ORTHOPLAN [FACTORS=varlist ['labels'] (values ['labels'])...] [{/REPLACE }] {/OUTFILE='savfile'|'dataset'} [/MINIMUM=value] [/HOLDOUT=value] [/MIXHOLD={YES}] {NO }
Contohpenggunaanyasepertiberikut
*Generate Orthogonal Design . SET SEED 2000000. ORTHOPLAN /FACTORS=Merek 'Merek HP' ( 1 'Nokia' 2 'Samsung' 3 'Siemen') Harga 'Harga HP' ( 1 '< 1juta' 2 '1 - 3 juta' 3 '> 3 juta') Garansi 'Garansi HP' ( 1 'Pabrik' 2 'Distributor') /OUTFILE='D:\DATA/HP_Plan.SAV' .
BentukDataPlandariContohyangpenulisgunakanadalah
B. DATA Setelahmembentukorthogonalplan,langkahselanjutnyaadalahmembuatfiledatayangberisihasil penilaianrespondenterhadapprifilproduk.Jikaada18kombinasiprofilyangditawarkan,maka respondenharusmemberikanpenilaiandariprodukyangpalingdiinginkanpadaperingkatpertama hinggaprodukyangpalingtidakdiinginkanpadaperingkat18.Identitasrespondenharustercatat sebagaivariabelidentitas.Tampilandatapreferensikonsumensepertiberikut. Gambarmenunjukkan5konsumen.Konsumen1palingmenginginkanprofilke20yaituHPdengan merekSamsungdenganHargaRp.425.000,dangaransidistributor.Sebaliknya,profilHPke19(tidak tampakpadaGambar)denganmerekSiemen,HargaRp.2.050.000,dangaransidistributoradalahyang palingtidakdiinginkan.Demikianseterusnya.
[/DATA={* }] {'savfile'|'dataset'} /{SEQUENCE}=varlist {RANK } {SCORE } [/SUBJECT=variable] [/FACTORS=varlist['labels'] ([{DISCRETE[{MORE}]}] { {LESS} } {LINEAR[{MORE}] } { {LESS} }
} }
} [SUMMARYONLY]] } } }
Darisintaksumumdiatas,dapatdiketahuibahwauntukmengolahanalisisikonjoindiperlukanduabuah file,yaitufilePLANyangberisikombinasiatributdanlevelyangmemenuhisifatORTHOGONALPLANdan filedata.Untukmendefinisikanfileplan,sintaks CONJOINTPLAN={isikanalamatfileplan} Contoh: CONJOINTPLAN=D:/DATA/HP_Plan.sav Dalamhalini,penulismenyimpanfileplandengannamaHP_Plan.savyangdiletakkandifolderD:/DATA. Selanjutnya,filekitajugaharusmendefinisikanfiledatadengansintaks /DATA={isikanalamatfiledata} CONTOH: /DATA=D:/DATA/HP_Prefs.sav SPSS15menyediakan3pilihandalammencatatrespondarikonsumen.Pertama,setiapnomorprofil dicatatdalamfiledatadimulaidariprofilyangpalingdiinginkanhinggaprofilyangpalingtidak diinginkan.Sintaksyangdigunakanadalah /SEQUENCE=varlist Kedua,filedataberisiperingkatdariprofildimulaidariprofilpertamahinggaprofiltertakhir.Sintaks yangdigunakanadalah /RANK=varlist Ketiga,filedataberisiskor(skalalikert)untukmasingmasingprofil.Sintaksyangdigunakanadalah
JikasintaksdiatasdieksekusidenganmengklikRUNALL, Akandihasilkanoutputsebagaimanapadahal719darioutputterlampir: Hinggatahapaniniprosespengolahananalisiskonjointelahselesaidilakukan.SemogaTulisanini bermanfaat. Referensi: Robert L. Mason, Richard F. Gunst, and James L. Hess. (2003). Statistical Design and Analysis of Experiments: With Applications to Engineering and Science. Second Edition. A JOHN WILEY & SONS PUBLICATION. SPSS 15 HELP OPTION.
LAMPIRAN OUTPUT ..... GET FILE='D:\EXERCISE\HP_Prefs.sav'. DATASET NAME DataSet1 WINDOW=FRONT. GET FILE='D:\EXERCISE\ORTHO.SAV'. DATASET NAME DataSet2 WINDOW=FRONT. GET FILE='D:\EXERCISE\HP_Plan.sav'. DATASET NAME DataSet3 WINDOW=FRONT. DATASET ACTIVATE DataSet1. DATASET CLOSE DataSet2. DATASET ACTIVATE DataSet3. CONJOINT PLAN='D:\EXERCISE\HP_Plan.sav' /DATA='D:\EXERCISE\HP_Prefs.sav' /SEQUENCE=PREF1 TO PREF20 /SUBJECT=ID /FACTORS=Merek (Discrete More) Harga (Linear More) Garansi (Discrete More) /PRINT=all.
Conjoint Analysis
[DataSet3] D:\EXERCISE\HP_Plan.sav
Warnings All factors are orthogonal. Model Description Relation to Ranks or Scores Discrete (more) Linear (more) Discrete (more)
Subject 1: 1.00
Utilities Utility Estimate .667 -1.833 1.167 .625 -.625 .550 1.100 1.650 2.200 6.958
Merek
Garansi Harga
(Constant)
Std. Error 1.757 2.061 2.061 1.318 1.318 1.179 2.358 3.536 4.715 3.258
Page 1
Importance Valuesb Mereka 50.847 Garansi a 21.186 Harga 27.966 a. Reversed b. 2 reversals
Coefficients B Coefficient Estimate Std. Error .550 1.179 Correlationsa Value Sig. Pearson's R .318 .115 Kendall's tau .288 .062 Kendall's tau for Holdouts -1.000 .021 a. Correlations between observed and estimated preferences
Harga
Subject 2: 2.00
Utilities Utility Estimate .833 -.292 -.542 .250 -.250 1.450 2.900 4.350 5.800 4.667
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 22.088 Garansi a 8.032 Harga 69.880 a. Reversed b. 2 reversals
Std. Error 1.713 2.009 2.009 1.285 1.285 1.149 2.299 3.448 4.597 3.176
Page 2
Coefficients B Coefficient Estimate Std. Error 1.450 1.149 Correlationsa Value Sig. Pearson's R .381 .073 Kendall's tau .271 .074 Kendall's tau for Holdouts .667 .087 a. Correlations between observed and estimated preferences
Harga
Subject 3: 3.00
Utilities Utility Estimate .833 -1.542 .708 1.625 -1.625 .500 1.000 1.500 2.000 7.042
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 33.333 Garansi a 45.614 Harga 21.053 a. Reversed b. 2 reversals
Std. Error 1.671 1.959 1.959 1.253 1.253 1.121 2.242 3.362 4.483 3.098
Coefficients B Coefficient Estimate Std. Error .500 1.121 Correlationsa Value Sig. Pearson's R .433 .047 Kendall's tau .339 .035 Kendall's tau for Holdouts -.333 .248 a. Correlations between observed and estimated preferences
Harga
Page 3
Subject 4: 4.00
Utilities Utility Estimate .167 1.792 -1.958 .625 -.625 -.300 -.600 -.900 -1.200 9.208
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 63.559 Garansi a 21.186 Hargaa 15.254 a. Reversed b. 3 reversals
Std. Error 1.751 2.053 2.053 1.313 1.313 1.175 2.349 3.524 4.699 3.247
Coefficients B Coefficient Estimate Std. Error -.300 1.175 Correlationsa Value Sig. Pearson's R .327 .108 Kendall's tau .237 .103 Kendall's tau for Holdouts .333 .248 a. Correlations between observed and estimated preferences
Harga
Subject 5: 5.00
Page 4
Utilities Utility Estimate -.500 .625 -.125 .000 .000 -.150 -.300 -.450 -.600 9.000
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 71.429 Garansi .000 Hargaa 28.571 a. Reversed b. 2 reversals
Std. Error 1.843 2.161 2.161 1.382 1.382 1.236 2.472 3.708 4.945 3.417
Coefficients B Coefficient Estimate Std. Error -.150 1.236 Correlationsa Value Sig. Pearson's R .106 .348 Kendall's tau .119 .263 Kendall's tau for Holdouts .000 .500 a. Correlations between observed and estimated preferences
Harga
Overall Statistics
Utilities Utility Estimate .400 -.250 -.150 .625 -.625 .410 .820 1.230 1.640 7.375
Merek
Garansi Harga
(Constant)
Std. Error .731 .857 .857 .548 .548 .490 .981 1.471 1.962 1.356
Page 5
Importance Values Merek 48.251 Garansi 19.204 Harga 32.545 Averaged Importance Score Coefficients B C ffi i t Estimate .410 Correlationsa Value Sig. Pearson's R .416 .055 Kendall's tau .335 .039 Kendall's tau for Holdouts -.548 .139 a. Correlations between observed and estimated preferences
Harga
Subject
Subject 1.00 Subject 2.00 Subject 3.00 Subject 4.00 Subject 5.00
Reversal Summary N of Reversals N of Subjects 2 4 3 1 This table displays the number of subjects that have the given number of reversals.
NEW FILE. DATASET NAME DataSet4 WINDOW=FRONT. DATASET ACTIVATE DataSet1. SAVE OUTFILE='D:\EXERCISE\SCORE.sav' /COMPRESSED. SAVE OUTFILE='D:\EXERCISE\SCORE.sav' /COMPRESSED. DATASET ACTIVATE DataSet3. CONJOINT PLAN='D:\EXERCISE\HP_Plan.sav' /DATA='D:\EXERCISE\SCORE.sav' /SCORE=PROF1 TO PROF20 /SUBJECT=ID /FACTORS=merek (discrete more) harga (linear more) garansi (discrete more) /PRINT=ALL /PLOT=ALL.
Page 6
Conjoint Analysis
[DataSet3] D:\EXERCISE\HP_Plan.sav
Warnings All factors are orthogonal. Model Description Relation to Ranks or Scores Discrete (more) Linear (more) Discrete (more)
Subject 1: 1.00
Utilities Utility Estimate -.083 -.833 .917 -.563 .563 -.675 -1.350 -2.025 -2.700 4.771
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 35.714 Garansi 22.959 Hargaa 41.327 a. Reversed b. 2 reversals
Std. Error .478 .560 .560 .358 .358 .320 .641 .961 1.281 .885
Harga
Page 7
Correlationsa Value Sig. Pearson's R .689 .002 Kendall's tau .578 .002 Kendall's tau for Holdouts .000 .500 a. Correlations between observed and estimated preferences
Subject 2: 2.00
Utilities Utility Estimate -.250 .125 .125 .188 -.188 .075 .150 .225 .300 2.938
Merek
Garansi Harga
(Constant) Importance Valuesb Merek 38.462 Garansi a 38.462 Harga 23.077 a. Reversed b. 1 reversals
Std. Error .583 .684 .684 .438 .438 .391 .783 1.174 1.566 1.082
Coefficients B Coefficient Estimate Std. Error .075 .391 Correlationsa Value Sig. Pearson's R .188 .243 Kendall's tau .156 .225 Kendall's tau for Holdouts .224 .342 a. Correlations between observed and estimated preferences
Harga
Subject 3: 3.00
Page 8
Utilities Utility Estimate -.917 .083 .833 -.188 .188 -.125 -.250 -.375 -.500 3.229
Merek
Garansi Harga
(Constant) Importance Valuesb Merek 70.000 Garansi 15.000 Hargaa 15.000 a. Reversed b. 1 reversals
Std. Error .549 .644 .644 .412 .412 .369 .737 1.106 1.474 1.018
Coefficients B Coefficient Estimate Std. Error -.125 .369 Correlationsa Value Sig. Pearson's R .492 .026 Kendall's tau .443 .015 Kendall's tau for Holdouts .183 .359 a. Correlations between observed and estimated preferences
Harga
Subject 4: 4.00
Utilities Utility Estimate -.167 .333 -.167 .875 -.875 -.850 -1.700 -2.550 -3.400 5.292
Merek
Garansi Harga
(Constant)
Std. Error .430 .504 .504 .322 .322 .288 .577 .865 1.154 .797
Page 9
Importance Valuesb Mereka 10.417 Garansi a 36.458 Hargaa 53.125 a. Reversed b. 3 reversals
Coefficients B Coefficient Estimate Std. Error -.850 .288 Correlationsa Value Sig. Pearson's R .775 .000 Kendall's tau .626 .001 Kendall's tau for Holdouts .183 .359 a. Correlations between observed and estimated preferences
Harga
Subject 5: 5.00
Utilities Utility Estimate -.417 -.542 .958 .688 -.688 -.025 -.050 -.075 -.100 3.854
Merek
Garansi Harga
(Constant) Importance Valuesb Mereka 50.847 Garansi a 46.610 Hargaa 2.542 a. Reversed b. 3 reversals
Std. Error .490 .575 .575 .368 .368 .329 .658 .987 1.316 .909
Page 10
Coefficients B Coefficient Estimate Std. Error -.025 .329 Correlationsa Value Sig. Pearson's R .604 .007 Kendall's tau .456 .014 Kendall's tau for Holdouts -.183 .359 a. Correlations between observed and estimated preferences
Harga
Overall Statistics
Utilities Utility Estimate -.367 -.167 .533 .200 -.200 -.320 -.640 -.960 -1.280 4.017
Merek
Garansi Harga
(Constant)
Std. Error .161 .188 .188 .120 .120 .108 .215 .323 .431 .298
Importance Values Merek 41.088 Garansi 31.898 Harga 27.014 Averaged Importance Score Coefficients B C ffi i t Estimate -.320 Correlationsa Value Sig. Pearson's R .810 .000 Kendall's tau .588 .001 Kendall's tau for Holdouts .183 .359 a. Correlations between observed and estimated preferences
Harga
Page 11
Subject
Subject 1.00 Subject 2.00 Subject 3.00 Subject 4.00 Subject 5.00
Reversal Summary N of Reversals N of Subjects 1 2 2 1 3 2 This table displays the number of subjects that have the given number of reversals.
1.0
Utility
0.0
-0.5
-1.0 N S Si
Merek HP
Page 12
1.0
Utility
0.0
-0.5
Garansi HP
Page 13
Utility
-1
-2
-3
Harga HP
Page 14
60
Averaged Importance
40
20
Factor
Page 15
Summary Utilities
0.6
0.4
Utility
0.2
0.0
-0.2
-0.4 N S Si
Merek HP
Page 16
Summary Utilities
0.2
0.1
Utility
0.0
-0.1
Garansi HP
Page 17
Summary Utilities
0.00
-0.25
-0.50
Utility
-0.75
-1.00
-1.25
425000
1300000
2050000
4500000
Harga HP
B = -.3200
Page 18
Importance summary
50
40
Averaged Importance
30
20
10
Factor
Page 19