1. Based on the conjoint analysis results in Table 6-1 "Utility Score Data" on page 69 (maybe a different page on your e-book), which attribute does the conjoint analysis indicate is the most important in the Blazers fans' ticket purchase decision? (3 points)
2. Given the description in the case and Table 6-1, out of all the ticket location/ticket price combos that Blazers could possibly offer, which ticket location/ticket price combo offers the highest utility to fans? (3 points)
3. If a fan bought a ticket without any promotional item included to begin with, how much would he/she be willing to pay to add those four different promotional items to the ticket individually? From the management perspective, are they worth being offered to fans at those calculated pricing points? (4 points)

Conjoiny and Tradeoff Analysis

UTILITY TICKET PRICE

0.65646 $15 per seat/game

0.22011 $25 per seat/game

0.126 $35 per seat/game

-1.00257 $60 per seat/game

UTILITY TICKET LOCATION

-0.73169 300 level behind basket

-0.43716 300 level corners

0.15736 300 level midcourt

1.01148 200 level midcourt

UTILITY # of games

0.03257 3

0.24383 6

-0.2764 10

UTILITY PROMO ITEMS

0.12511 Priority for playoff tickets

0.17428 hot dog and soda

0.00158 trail blazers apparel

0.01689 $20 gift certificate to rest

-0.31786 NO PROMO ITEM