A marketing researcher wants to conduct a conjoint analysis to determine the relative importance of four different attributes of a new smartphone model: battery life, screen size, camera quality, and price. The researcher surveys 1000 consumers and presents them with four hypothetical smartphone models, each varying in the levels of the four attributes. The respondents are asked to rate their likelihood of purchasing each smartphone model on a scale of 1 to 10.

The following table shows the average likelihood of purchase rating for each smartphone model:

Attribute	Level 1	Level 2	Level 3	Level 4
Battery Life	7	8	6	9
Screen Size	5	8	7	6
Camera Quality	9	7	8	6
Price	4	6	8	9
Average Rating

a) Calculate the part-worth utility for each level of each attribute.

b) Based on the part-worth utilities, calculate the importance weights for each attribute.

c) Calculate the utility score for each smartphone model.

d) Which smartphone model is the most preferred by the consumers? Why?

Answer rating: 100% (QA)

The detailed answer for the above question is provided below a The partworth utility for each level of each attribute can be calculated using the foll... View the full answer