Assignment 4

10 points

Team Crayzin is considering a launch of a new type of raisin into the packaged raisin market. Prior to launch, however, Crayzin has decided that a conjoint study of potential consumers might be useful to help in his product design. Even though Crayzin knows marketing research, they want a second opinion. Pretend that you are a marketing research company hired to provide Crayzin help with the following issues.

Attribute	Level 1	Level 2	Level 3	Level 4
Raisin Chewiness	Low	Medium	High	NA
Raisin Color	White	Grey	Brown	Black
Packaging Size	Small	Large	NA	NA
Free Gift	No	Yes	NA	NA
Raisin Aroma	None	Medium	Heavy	NA
Price Compared to Market Leader	Lower	Same	Higher	NA

where NA indicates not applicable (e.g. Chewiness has only three levels). The data that Crayzin collected is available on Canvas (Assignment4_Problem1.xlsx). Please base your answer to the following questions on this data. Note that each attribute is coded numerically. For instance, for Chewiness (Low =1, Medium =2, High =3) and similarly for the other attributes reading left to right in the table above.

(1b, 2pts) What Likert rating score would you predict for a raisin product that has Low Chewiness, Grey Raisins, Large Package Size, Free Gift, Medium Aroma, and the Same Price as the Market Leader? You may round your answer to the nearest integer.