1. P&G carried out a conjoint study to determine the role that five attributes play in influencing a consumer's preference for carpet cleaner. The five attributes (and their levels) deemed relevant to the consumer preference are as follows:
2. Package design (either A, B, or C)
3. Brand (1, 2, or 3)
4. Price (either $1.19, $1.39, or $1.59)
5. DidGood Housekeepingmagazine approve product?
6. Is product guaranteed?

After running the conjoint analysis, the company sent the following output for your interpretation (Hint: Instead of the plots, we have the raw excel results here. Use the coefficients to obtain the plots and then you are in the familiar territory).

1. What combination of features/price provides thehighestpredicted preference score?
2. What combination of features/price provides thelowestpredicted preference score?
3. What is the most important attribute in consumer decision making?
4. How much (in $) are consumers willing to pay additional for a product that is guaranteed relative to one that is not? (Hint: You need to convert difference in points to $$)
5. How much (in $) are consumers willing to pay additional for brand 3 relative to brand 1? (Hint: You need to convert difference in points to $$)

A B C D E F G 1 SUMMARY OUTPUT 2 3 Regression Statistics 4 Multiple R 0.99153625 5 R Square 0.983144135 6 Adjusted R Square 0.968161144 7 Standard Error 0.952579344 8 Observations 18 9 10 ANOVA 11 df SS MS F gnificance F 12 Regression CO 476.3333333 59.54167 65.61735 4.49E-07 13 Residual 9 8.166666667 0.907407 14 Total 17 484.5 15 16 Coefficients Standard Error t Stat P-value Lower 95%Upper 95% 17 Intercept 4.833333333 0.635052896 7.610915 3.29E-05 3.396743 6.269924 18 A? -4.5 0.549971941 8.18224 1.85E-05 -5.74412 -3.25588 19 B? 3.5 0.549971941 6.363961 0.000131 2.255876 4.744124 20 Brand 1? -1.5 0.549971941 2.72741 0.023323 -2.74412 -0.25588 21 Brand 2? -2 0.549971941 -3.63655 0.00543 -3.24412 -0.75588 22 1.19? 7.666666667 0.549971941 13.94011 2.13E-07 6.422543 8.910791 23 1.39? 4.833333333 0.549971941 8.788327 1.04E-05 3.589209 6.077457 24 Approved? 1.5 0.476289672 3.149344 0.01175 0.422557 2.577443 25 Guarantee? 4.5 0.476289672 9.448032 5.73E-06 3.422557 5.577443