2. Based on the results for question 1, which attributes seem to be the most important and the least important in respondents’ choice of a shopping area?

When we last visited the Thorndikes, one of the company’s engineers had just developed a new golf ball. According to the engineer, the new ball incorporates some changes that may enable it to travel farther than conventional golf balls. The engineer, an avid golfer herself, is very excited about the prospect that she may have developed an innovation that could revolutionize the game of golf. Old Luke says he will be happy only if the new ball revolutionizes his company’s net profits.

25 Drives with New Ball (Yards): 267.5 248.3 265.1 243.6 253.6 232.7 249.2 232.3 252.8 247.2 237.4 223.7 260.4 269.6 256.5 271.4 294.1 256.3 264.3 224.4 239.9 233.5 278.7 226.9 258.8 25 Drives with Conventional Ball (Yards): 241.8 255.1 266.8 251.6 233.2 242.7 218.5 229.0 256.3 264.2 237.3 253.2 215.8 226.4 201.0 201.6 244.1 213.5 267.9 240.3 247.9 257.6 234.5 234.7 215.9