A conjoint study was run to assess business school student preferences for coffee shops near the campus of a large public university.  The profiles rated by students described shops in terms of chain  (Starbucks, Summer Moon, or Peets), walking distance to the business school (10 minute walk, 15 minute walk, 20 minute walk), and the average price per order ($1.50, $4.50, $7.50).  Regression analysis is used to estimate models to predict purchase likelihood ratings for each student that completed the study.  Below are the results for two students.

 

How much of a discount would Respondent 1 require to accept a 15 minute walk relative to a 10 minute walk. 

Respondent 1 Respondent 2 Intercept 16.40 11.60 Starbucks -0.80 -1.00 Summer Moon 0.20 -1.20 Peet's 0.00 0.00 Distance (coded linearly in minutes to walk) Price (coded linearly in dollars) -0.56 0.13 -0.80 -0.70