Hello:

I believe I understand I will be using binary logistic regression to generate the relative worth of each attribute that goes into a respondent's choosing or not choosing an option. How do I code this so that I can run the analysis. (I don't have the SPSS conjoint module, so I will be using binary logistic regression I believe.)

If question 1 is:

Choose one of the 3 options:

Option 1 (brand a, low price, small size)

Option 2 (brand b, low price, medium size)

Option 3 (brand c, medium price, large size)

Say they choose for question 1: option 2.

Do I code it thus (to generate the regression coefficients for the entire set of respondents)

respondent 1, question 1, did not choose, a, not b, not c, 1, not 2, not 3, 1, not 2, not3

repondent 1, question 1, did choose, not a, b, not c, 1, not 2, not 3, not 1, 2, not 3

respondent 1, question 1, did not choose, not a, not b, c, not 1, 2, not 3, not 1, not 2, 3

That is:

1, 1 0 1 0 0 1 0 0 1 0 0

1, 1 1 0 1 0 1 0 0 0 1 0

1, 1 0 0 0 1 0 1 0 0 0 1

If I am on the right track I will ask about reference value next!