Instruction: Type your answer in the space provided. Question 1 is worth 10 points, Question 2 is worth 20 points, and Question 3 is worth 10 points. This is an individual assignment. 1. A credit card company conducts a conjoint survey to find out how consumers trade off various aspects of credit card offerings: the brand, annual fee, and credit limit. A potential consumer rates each of the following nine credit cards on a 0 to 10 -point scale, where 0 means that the offering is really terrible and 10 means that the offering is very excellent. 1a. Calculate the part worth utilities based on the above response. Part worth utilities 1b. Calculate the importance scores of attributes: Importance scores in \%: Brand: Annual Fee: Credit limit: Fill in the above table. Explain how you calculate the importance score of an attribute and show your calculations below: Which attribute is most important? Which one is least important? 1c. The credit card company is considering two offerings: - Card \#1: Discover, \$5 annual fee, 2,500 credit limit. - Card \#2: Visa, \$20 annual fee, 5,000 credit limit. Use the Maximum Utility Rule to predict which offer the above consumer would prefer. Show calculations. Hint: The utility of $5 annual fee is not known. You need to estimate it based on known values, e.g., the utility of 5 may be somewhere between that of no annual fee and 10