1. What microsegment was surveyed for this study?

4f - Family/Luxury

2. What engine sizes were considered as part of the experiment?

3. What is the most preferred price and engine HP combination?

4. What is the least preferred price and engine HP combination?

5. Is price or engine more important to this microsegment? Why?

6. Is there any reason to question the validity of your answer to question 5?

7. Why might pricing the vehicle at $28,000 not be the best decision?

Anwser last few questions if your are not able to anwser all

Conjoint Analysis helps marketers better understand the choices that consumers make. A welldesigned conjoint analysis experiment provides an estimate of the relative importance and level of attributes to a consumer microsegment. Conjoint experiments require consumers to make trade-offs among various attributes to estimate a consumer's underlying choice structure. In this exercise, we're using the output from the CONJOINT ANALYSIS tool (guided study). Please review the results from the study and answer the questions below