Determine how various attributes impact the purchase of a car. There are four attributes, each with three levels: Brand: Ford = 0, Chrysler = 1, GM = 2 MPG: 15 MPG = 0, 20 MPG 1, 25 MPG = 2 Horsepower (HP): 100 HP-0, 150 HP = 1, 200 HP = 2 Price: $18,000 = 0, $21,000 = 1, $24,000 = 2 The nine product profiles ranked in Figure 16-12 were evaluated by a consumer.

a. For this market segment, rank the product attributes from most important to least important.

b. Consider a car currently getting 20 MPG selling for $21,000. If you could increase MPG by 1 mile, how much could you increase the price of the car and keep the car just as attractive to this market segment?

c. Is this design orthogonal?