The soda.xlsx fi le (see Figure 16-13) gives a consumer’s ranking on an orthogonal design with 12 product profi les involving a comparison of Coke and Pepsi. The attributes and levels are as follows:

■ Brand: Coke or Pepsi

■ Packaging: 12 oz. can or 16 oz. bottle

■ Price per ounce: 8 cents, 10 cents, 12 cents

■ Calories per ounce: 0 or 15 Determine the ranking of the attributes’ importance and the ranking of all attribute levels.