This exercise helps you to learn how to do the calculation of conjoint analysis. In Appendix A of the ACIS Paper $($Ho$,$ See$-$To & Xu$,2010),$ the authors listed out the $18$ optimal orthogonal designs of their model. You are now asked to do the following in an Excel worksheet:$-$

$(1)$ Transcribe that $18$ optimal orthogonal designs into a multiple regression model. These design factors will be your independent variables $($but please read the hints below$).$

$(2)$ Your dependent variable will be your "utility", i$.$e$.,$ a score from $0$ to $100$ that you assign to each of these $18$ designs. $100=$ perfect design; $0=$ worse design.

$(3)$ Conduct the regression analysis, and calculate the Relative Importance of these factors $($See hints$).$

Hints:

Two of the design factors have multiple stages. As you learned in the previous modules, when conducting categorical regression with a variable with n$-$level, you need to convert it into n$-1$ variables. Therefore, you should have more than $6$ independent variables in your model.

When you calculate the Relative Importance, you only use the highest level of that n$-1$ variables for calculation..