Hans Jørn Juhl (Professor at the faculty of Business Administration at Aarhus School of Business and Social Sciences) is explaining how to conduct a Conjoint Analysis using SPSS. The example is based on page 709 from “Marketing Research An Applied Approach 3rd Edition” written by Naresh K. Malhotra & David F. Birks. Mr. Juhl demonstrates a syntax for the purpose which has been included with the other files. Word of caution, make sure to type in the right folder address for the destination of the syntax file.
Download the dataset here: Conjoint Analysis