Copy and paste this data set into excel to begin:

	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?