Conjoint Analysis Assignment.

Copy and paste this data set into excel to begin. Instructions are below. Clearly provide answers for each question. Attach excel sheet file or screen shots when complete

	Brand	Fee	Interest	Cash back	Credit limit	Customers' Ratings (1-10)
Profile	Visa	Discover	$10 fee	$0 fee	0% interest	no cash back	$10000 credit limit	$1000 credit limit	Customer 1 Rating	Customer 2 Rating	Customer 3 Rating
1	1	0	0	1	0	0	0	0	6	6	4
2	0	1	0	1	0	0	0	0	5	5	3
3	0	0	1	0	0	1	1	0	2	3	2
4	0	1	0	1	0	1	1	0	4	4	2
5	0	1	0	0	0	0	0	1	4	4	6
6	1	0	0	1	1	1	0	1	6	6	6
7	0	0	1	0	0	0	0	1	4	5	5
8	0	0	0	1	0	0	1	0	5	5	4
9	0	1	1	0	1	0	1	0	7	7	7
10	1	0	0	0	0	0	1	0	5	4	6
11	0	1	1	0	1	0	0	0	8	6	7
12	1	0	1	0	0	0	0	1	5	5	6
13	0	0	0	1	1	0	0	1	6	8	7
14	0	0	0	0	0	0	0	0	3	4	5
15	1	0	1	0	0	1	0	0	4	3	3
16	0	0	0	0	1	1	0	0	4	5	6
17	1	0	0	0	1	0	1	0	7	5	8
18	0	1	0	0	0	1	0	1	4	2	4

In this assignment, conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards. Submit both this word document and your excel file.

To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data is above. The following attributes and levels were identified and used in the study:

Attribute Levels Brand Mastercard, Visa, Discover Fee $0 fee, $10 fee, $25 fee Interest (intro APR) 0% interest, 15% interest Cash back no cash back, 1% cash back Credit limit $1,000, $3,000, $10,000 A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail.

1) What are the partworths for each attribute for each of the 3 customers?

2) What are the relative importance of each attribute for each of the 3 customers?

3) At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.

4) Which credit card would customer 1 choose? Show your utility calculations. Card A: Discover, $10 fee, 15% interest, 1% cash back, $10,000 Card B: Visa, $25 fee, 0% interest, 0% cash back, $3000

5) Which credit card would customer 3 choose? Show your utility calculations. Card A: Discover, $10 fee, 15% interest, 1% cash back, $10,000 Card B: Visa, $25 fee, 0% interest, 0% cash back, $3000

6) What is the market share of card A? Show your work.

7) What is the market share of card B?