In 2018, consumer goods giant Procter and Gamble (P&G) had more than 20 brands with more than $1 billion in annual sales (P&G website, https://us.pg.com/). How does a company like P&G create so many successful consumer products? P&G effectively invests in research and development to understand what consumers want. One method used to determine consumer preferences is called conjoint analysis. Conjoint analysis allows a company to ascertain the utility that a respondent in the conjoint study places on a design of a given product. The higher the utility, the more valuable a respondent finds the design. Suppose we have conducted a conjoint study and have the following estimated utilities (higher is preferred) for each of three different designs for a new whitening toothpaste. 

At the .05 level of significance, test for any significant differences.

Transcribed Image Text:

Utilities Respondent Design A Design B Design C 1 24.6 34.6 28.6 2 31.4 31.6 33.7 3 31.8 20.4 27.6 4 15.4 26.6 24.9 20.7 18.5 18.0 41.0 34.2 44.6 7 27.1 22.7 27.1 8 20.2 22.0 27.7 9 31.6 29.6 31.1 10 24.4 29.2 29.1