7. Suppose you are given 3 attributes of mobile phones - Brand, Price and Colour. 5 levels in brands, 4 levels in colour and 4 levels in price are considered. Given below is the output of dummy variable regression. (First level taken as reference in all attributes) (a part of the output is only shown) Model Unstandardized Coefficients Standardized Coefficients B Std. Error Beta 1 (Constant) 1.280 1.151 brand B 0.480 0.164 0.455 brand C 0.301 0.121 0.247 brand D -0.024 0.256 -0.033 brand E 0.525 0.150 0.599 colour 2 0.022 0.116 0.022 colour 3 0.068 0.269 0.088 colour 4 0.042 0.096 0.043 price 2 -0.183 0.182 -0.161 price 3 -0.330 0.189 -0.259 price 4 0.093 0.156 0.070 a. Dependent Variable: Rating b. Predictors(constant) brand,colour,price From the given output: 7a. Find the percentage importance of brand, price and colour. 7b. Plot a part-worth diagram for the attribute - Brand. What is your observation?

7. Suppose you are given 3 attributes of mobile phones - Brand, Price and Colour. 5 levels in brands, 4 levels in colour and 4 levels in price are considered. Given below is the output of dummy variable regression. (First level taken as reference in all attributes) (a part of the output is only shown) Unstandardized Standardized Coefficients Coefficients Std. Beta Model B Error 1 (Constant) 1.280 1.151 brand B 0.480 0.164 0.455 brand C 0.301 0.121 0.247 brand D -0.024 0.256 -0.033 brand E 0.525 0.150 0.599 colour 2 0.022 0.116 0.022 colour 3 0.068 0.269 0.088 colour 4 0.042 0.096 0.043 price 2 -0.183 0.182 -0.161 price 3 -0.330 0.189 -0.259 price 4 0.093 0.156 0.070 a. Dependent Variable: Rating b. Predictors(constant) brand colour price From the given output: 7a. Find the percentage importance of brand, price and colour. 7b. Plot a part-worth diagram for the attribute - Brand. What is your observation