Lab Session 9 Analysis

Lab Session 9 Analysis - _ BUSI 410 Lab Session #9 Analysis...

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_________________________________________________________________________________________________ BUSI 410 – Lab Session #9 Analysis Problem 1: Design a PDA for BUSI 410 students 1) Enter the data for all three of you into Excel, creating Indicator variables for each of the attributes I entered dummy variables for each of the characteristics of the proposed PDAs – Brand, Color, Key Pad, and Price. Since there were three possible values for each of these variables, and one had to be left out from each group, my independent variables were: Dell = 1 if the PDA has the Dell brand, 0 otherwise Apple = 1 if the PDA has the Apple brand, 0 otherwise Silver = 1 if the color is silver, 0 otherwise White = 1 if the color is white, 0 otherwise Standard = 1 if the key pad is standard, 0 otherwise QWERTY = 1 if the key pay is QWERTY, 0 otherwise One50 = 1 if the price is $150, 0 otherwise Two50 = 1 if the price is $250, 0 otherwise Then I select ratings for three different individuals for each of the nine hypothetical PDAs listed in the assignment sheet. All of these data are contained in the Excel file PDA Conjoint.xls , in the Data sheet. 2) What is the configuration of the baseline PDA i.e., the PDA for which all indicator variables are equal to zero? The baseline PDA is defined by the PDA characteristics that have been
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Lab Session 9 Analysis - _ BUSI 410 Lab Session #9 Analysis...

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