Market researchers use conjoint analysis to discover the utilities and thus the persuasive power of different words and phrases. When there are many stimuli classified into categories of related elements, one can measure the importance of each category by an index. This index is the proportion of the total sum of squares attributable to each category. The index ranges from 0 to 100%. This study presents empirical analyses of 12 studies, each with more than 10 categories, and more than 100 concept elements. Segmentation of respondents based upon the pattern of element utilities often shows dramatic differences in this index. Furthermore, the segments often differ in their sensitivity to concept elements, as shown by their total sum of squares.

Click here for complete paper