Conjoint_demo Rao - PLEASE LOOK AT EACH SHEET This...

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PLEASE LOOK AT EACH SHEET ATTRIBUTES LEVELS Options Package Package 1 Package 2 Package 3 Price $16,000 $18,000 $20,000 Transmission Auto Manual Brand Name Camry Taurus Accord This spreadsheet is meant to give you a brief introduction to Conjoint Analysis. The task is to figure out the importance of various attributes, including brand name, in the design of an automobile.
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The data are for one respondent Profile number Ratings Package2 Package3 $18,000 $20,000 Auto Accord Taurus 1 15 0 0 1 0 1 0 0 2 5 0 0 1 0 0 1 0 3 50 1 0 0 1 1 0 0 4 45 0 1 0 1 0 0 0 5 80 1 0 0 0 0 1 0 6 25 0 1 0 1 1 0 1 7 35 0 0 0 0 1 0 1 8 30 0 0 0 0 0 0 0 9 55 1 0 1 0 1 1 0 10 40 1 0 1 0 0 0 1 11 60 0 1 1 0 0 0 1 12 90 0 1 1 0 1 1 0 13 80 1 0 0 0 0 1 0 Notice how each attribute is coded as a dummy. Also while coding we have used package type 1 as base dummy fro package (as zero) so type 2 or type 3 have 1s in them 16,000 as base dummy for price Manual transmission as base dummy for transmission Camry as base dummy for brand That is why you do not see those columns here This has been done so that we can easily run the regression IMPORTANT NOTE: This is a very small data set, so many of the
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This note was uploaded on 09/29/2011 for the course MKT 460 taught by Professor Staff during the Spring '08 term at University of Texas at Austin.

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Conjoint_demo Rao - PLEASE LOOK AT EACH SHEET This...

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