Dear Scholar, Please help me to understand in details about conjoint analysis. on which scale we should collect the data? what will be the assumptions of performing conjoint analysis in SPSS?
Firstly let me tell you that Conjont does not require a scale. What is does require is ratings/ rankings by respondents of options (product as a combination different levels of attributes). Therefore, if you use ranking then its simply an ordinal scale and if its rating then its a continuous scale.
Others have given you the SPSS links, so I am attaching a ppt that might help you.
You can find the same in Slideshare in my profile.