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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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 Fall '09
 MASSA

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