1. What are three types of information that can be gathered from customer satisfaction surveys?Explain.

2. An airline is doing a conjoint study to examine what customers would like to see included in their loyalty program. Here are the things they are wondering: Should there be access to an elite club at the large airports (yes or no)? Do the customers value being high priority for upgrades (yes or no)? Should the loyalty program and these benefits be free or available at a fee (e.g., $50 annually)? Explain what the airline can learn from the following figure.

Row Column Club? Up? Fee? Rating* 0 N N N N - - 2 WN- AWN -0-0-0- 44 40900 1 AWNO -OUT * like the least 1 2 3 4 5 67 8 Like the most predictor variables coded: 0=no, 1=yes