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: Package design (either A, B, or C), Brand (1, 2, or 3), Price (either $1.19, $1.39, or $1.59), Good Housekeeping magazine approval (yes or no), and product guarantee (yes or no). 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). What combination of features/price provides the highest predicted preference score?

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