Question: 1-Using the Excel file (HW04_conjoint_data.xls) in the Exam_HW Module perform the following analysis. Tradeoff between price and memory for: What should be the price of

1-Using the Excel file ("HW04_conjoint_data.xls") in the "Exam_HW" Module perform the following analysis.

  1. Tradeoff between price and memory for:

What should be the price of 2 GB of memory for the following products?

Brand Screen Size Memory Price
Del 14 inch 4 GB ?
Del 14 inch 2 GB 450

  1. Market share forecast for each brand for:
Del 14 inch 4 GB 450
HP 14 inch 4 GB 450
MAC 14 inch 4 GB 450

  1. Attribute importance.

What are features of importance?

Conjoint Analysis

Utilities Table Based on the Usual Degrees of Freedom
Label Utility Variable
Intercept 6.75 Intercept
Brand Del -1 Class.BrandDel
Brand HP 0 Class.BrandHP
Brand MAC 1 Class.BrandMAC
Screen 14 inch -0.25 Class.Screen14_inch
Screen 15.6 inch 0.25 Class.Screen15_6_inch
Memory 2 GB -1.0833 Class.Memory2_GB
Memory 4 GB -0.4167 Class.Memory4_GB
Memory 6 GB 0.4167 Class.Memory6_GB
Memory 8 GB 1.0833 Class.Memory8_GB
price 400 1.25 Class.price400
price 450 0 Class.price450
price 500 -1.25 Class.price500

Conjoint Data

Brand Screen Memory price rating
Del 14 inch 2 GB $499.99 3
Del 14 inch 2 GB $449.99 4
Del 14 inch 2 GB $399.99 6
Del 14 inch 4 GB $499.99 4
Del 14 inch 4 GB $449.99 5
Del 14 inch 4 GB $399.99 6
Del 14 inch 6 GB $499.99 5
Del 14 inch 6 GB $449.99 6
Del 14 inch 6 GB $399.99 7
Del 14 inch 8 GB $499.99 5
Del 14 inch 8 GB $449.99 7
Del 14 inch 8 GB $399.99 8
Del 15.6 inch 2 GB $499.99 4
Del 15.6 inch 2 GB $449.99 5
Del 15.6 inch 2 GB $399.99 6
Del 15.6 inch 4 GB $499.99 4
Del 15.6 inch 4 GB $449.99 6
Del 15.6 inch 4 GB $399.99 7
Del 15.6 inch 6 GB $499.99 5
Del 15.6 inch 6 GB $449.99 6
Del 15.6 inch 6 GB $399.99 8
Del 15.6 inch 8 GB $499.99 6
Del 15.6 inch 8 GB $449.99 7
Del 15.6 inch 8 GB $399.99 8
HP 14 inch 2 GB $499.99 4
HP 14 inch 2 GB $449.99 5
HP 14 inch 2 GB $399.99 7
HP 14 inch 4 GB $499.99 5
HP 14 inch 4 GB $449.99 6
HP 14 inch 4 GB $399.99 7
HP 14 inch 6 GB $499.99 6
HP 14 inch 6 GB $449.99 7
HP 14 inch 6 GB $399.99 8
HP 14 inch 8 GB $499.99 6
HP 14 inch 8 GB $449.99 8
HP 14 inch 8 GB $399.99 9
HP 15.6 inch 2 GB $499.99 5
HP 15.6 inch 2 GB $449.99 6
HP 15.6 inch 2 GB $399.99 7
HP 15.6 inch 4 GB $499.99 5
HP 15.6 inch 4 GB $449.99 7
HP 15.6 inch 4 GB $399.99 8
HP 15.6 inch 6 GB $499.99 6
HP 15.6 inch 6 GB $449.99 7
HP 15.6 inch 6 GB $399.99 9
HP 15.6 inch 8 GB $499.99 7
HP 15.6 inch 8 GB $449.99 8
HP 15.6 inch 8 GB $399.99 9
MAC 14 inch 2 GB $499.99 5
MAC 14 inch 2 GB $449.99 6
MAC 14 inch 2 GB $399.99 8
MAC 14 inch 4 GB $499.99 6
MAC 14 inch 4 GB $449.99 7
MAC 14 inch 4 GB $399.99 8
MAC 14 inch 6 GB $499.99 7
MAC 14 inch 6 GB $449.99 8
MAC 14 inch 6 GB $399.99 9
MAC 14 inch 8 GB $499.99 7
MAC 14 inch 8 GB $449.99 9
MAC 14 inch 8 GB $399.99 10
MAC 15.6 inch 2 GB $499.99 6
MAC 15.6 inch 2 GB $449.99 7
MAC 15.6 inch 2 GB $399.99 8
MAC 15.6 inch 4 GB $499.99 6
MAC 15.6 inch 4 GB $449.99 8
MAC 15.6 inch 4 GB $399.99 9
MAC 15.6 inch 6 GB $499.99 7
MAC 15.6 inch 6 GB $449.99 8
MAC 15.6 inch 6 GB $399.99 10
MAC 15.6 inch 8 GB $499.99 8
MAC 15.6 inch 8 GB $449.99 9
MAC 15.6 inch 8 GB $399.99 10

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