Marketing Research MARK4338.

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Marketing Research MARK4338Assignment #4Due Date: Oct 24, 2016 (in class)Suppose Amtrain, a major rail company, is considering a new hi-speed train service from NewYork to Toronto. To study consumers’ preference for train service, Amtrain commissioned aconjoint study. Train service is modeled as a bundle of the following attributes:Trip duration: 5 hours, 7 hoursPrice: $200, $350Food: snack only, gourmet mealsSeat quality: standard, premiumIn terms of study design, each respondent is shown a total of 2x2x2x2 = 16 product profiles, andis asked to rate each profile on a 0 to 10 scale.1. Conjoint analysis of a simple example (1 consumer)The survey for one particular respondent is shown in the file “Conjoint train (singlerespondent).xls”.Note: For Mac users, you need to use EXCEL on a PC (in the computer lab).Using the ToolsData AnalysisRegression function in EXCEL, compute(a)The part-worth for each attribute level for this respondent(b)The relative importance of each attribute for this respondentMake sure you explain your dummy variable coding scheme clearly.2. Compute exercise (N consumers)The complete survey result for 50 respondents are shown in the file “Conjoint train (allrespondents).xls”.Using the function LINEST() and the procedure described in class, analyze the conjoint data forall respondents and answer the following questions:(a) what is the most important attribute across the whole population? What is the average relativeimportance of this attribute?(b) what is the least important attribute across the whole population? What is the average relativeimportance of this attribute?(c) what percentage of respondents think that trip duration is most important? Price? Food? Seatquality?1
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