Problem: We are considering designing a new industrial cleanser for use in certain manufacturing facilities. In developing the product concept, we want to gain a deeper understanding of the needs and preferences of industrial customers. To achieve this, we designed a marketing research survey to run a conjoint analysis experiment among $100$ industrial customers. Table I and II were established by internal marketing research teams, in consultation with the product development team. Focus group studies confirmed the data presented in Table I and II;

Table I shows the four factors which are identified as the primary determinants $($attributes$)$ of value in an industrial cleanser for the related segment. Table II presents nine product models with different attribute levels.

We need to find out relative importance of each attribute & customer value index for each product alternative