Lecture 18 Conjoint1 - Announcements...

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Announcements Assignment #4 due by tonight Tuesday, April 19 I will grade the project progress in-class 20%  of the project grade Project Reports are due by April 28 I will send you a presentation schedule this  week
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Conjoint Analysis-1
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Consumers Make Trade-offs in    •   Would consumers pay 35 cents more for a plastic  bottle?    •  What is "more important" in yogurt: taste or texture?    •  What proportion of consumers would be willing to  have the weight of their laptop increased by 50% in  order to double the processing speed?   What do I care more for in a potential  boyfriend: looks or brains?
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Tradeoff Matrix   20 25 30 8 sec 7 sec 6 sec MPG Acceleratio n (0 to 60)
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20 25 30 8 sec 7 sec 6 sec 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60)
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20 25 30 8 sec 9 7 sec 6 sec 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60)
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20 25 30 8 sec 9 7 sec 6 sec 2 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60) If you really care for acceleration
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20 25 30 8 sec 9 7 sec 2 6 sec 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60) If you really care for MPG
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20 25 30 8 sec 9 7 sec 6 sec 3 2 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60) If you really really care for acceleration
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20 25 30 8 sec 9 8 7 7 sec 6 5 4 6 sec 3 2 1 Tradeoff Matrix   MPG Acceleratio n (0 to 60)
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Tradeoff Matrix   Price one two three $11,000 a b c $12,000 d e f $13,000 g h i Year of Warrante e How would you rank this??
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Tradeoff Matrix one two three $11,000 6th 2 nd 1st $12,000 8th 4th 3rd $13,000 9th 7th 5th Year of Warrantee Price Different people could have different tradeoff matrices
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New job choice! $130 K $250K Salary Location
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. . . How do individuals form preferences over a large selection of different brands within a product category? . . .
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Engine Size HP Type #Doors Brand Price 2.5L 184 Sedan 4 BMW $27,800 4.0L 203 SUV 2 Ford $21,715 6.0L 316 SUV 4 Hummer $48,455 3.0L 215 Sedan 4 Lexus $29,435 2.4L 157 Sedan 4 Toyota $18,970 . . . . . . . . . . . . . . . . . . . . . Think of different brands as different combinations of attributes!
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Conjoint Analysis:  A technique that enables a researcher to estimate  consumers’ valuations of different attributes Allows us to understand how consumers make trade-offs among  attributes/characteristics of products and services
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Lecture 18 Conjoint1 - Announcements...

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