[R] Conjoint in R

[Cela, Jimmy (IHG)]

Hello all,


I am trying to apply a conjoint analysis in order to determine the best
profile that captures the most preferred combination of levels of given
categorical factors.

For this a set of factors is given and initially a fractional factorial
design has to be produced as a subset of all possible factor levels
combinations, sufficient to estimate the main effects utilities. 

Then the preference for each chosen combination is assessed via surveys on
subjects (clients). Preferences are given by ranking profiles ordinally.

Conjoint analysis then is applied on the preference data to estimate the
utility values - or the "part worth" for each factor level.

SPSS 13.0 has a module called CONJOINT that handles such problem from
designing the fractional factorial design to the conjoint analysis.

What would be the best way to implement such analysis in R?

Thank you.

Jimmy Cela

Decision Sciences
InterContinental Hotels Group Inc
Atlanta, GA 
USA