Choice-Based Conjoint Analysis -- Salad Break

Supplementary materials for the report “Choice-Based Conjoint Analysis – Salad Break”. The study uses a choice-based conjoint (CBC) survey to analyse consumer preferences for a French salad-bar concept (“Salad Break”). Seventy-one respondents each evaluated 8 choice tasks with 3 hypothetical menu concepts per task. Concepts vary along four attributes: Type (Tapas, Plat chaud complet, Soupe / boisson chaude, Formule événement / brunch), Portion (Portion individuelle, Portion à partager, À emporter, À manger sur place), Option (100 % végétale, Produits locaux & de saison, Option gourmande & réconfortante, Ingrédients naturels & éthiques) and Style (healthy & frais, convivial & social, exotique & découverte, cocooning / hiver). The upload contains: an anonymised dataset used for the analyses (one row per alternative × task × respondent); the full CBC survey design and text of the 8 choice tasks (fractal / mix and match fractional design); the R script for data preparation, estimation of the multinomial logit (m2) and mixed logit (m2.mixed) models, and generation of the tables and figures reported in the paper; The original online questionnaire (Qualtrics, French, anonymous link) can be consulted here:https://qualtricsxm7cc697vvd.qualtrics.com/jfe/form/SV_8jj0J4l26uVoyHk.