Acme Espresso Machine Conjoint Analysis for Espresso Machine Preference Identification You are the marketing manager for Acme Espresso Machines, a small manufacturer of premium coffee makers. You are in a market dominated by several large manufacturers, including Breville, DeLonghi, Gaggia, and Rancilio. You have been surveying a sample of a target audience and one survey respondent's data is shown below. Task 1: Name the three "Attributes that have been identified as significant. Task 2: For the anonymous survey respondant designated "Respondent 1," name the card number that was her highest preference? Task 3: For Respondent 1, calculate the Part-Worths and Constant. Your equation should be of the form: Preference = Constant + A1 x Speed1 + A2 x Capacity 1 + A3 x Price1 Use Version 2 below and refer to the image, below right, as a hint. From the menu, above, use Data > Data Analysis > Regression. Your output will appear in a new sheet (tab). Task 4: State the three Importance Weights. Ignore any negative sign, consider only the magintudes; the total should sum to 100%. Show all working and make sure you complete all four tasks Preference Data: Version 1: Original Respondent Card Speed Capacity 1 1 2 1 3 1 4 1 4 5 2 6 2 7 2 2 Price 1 1 2 2 1 1 2 2 Preference 1 4 2 3 3 1 5 2 4 1 3 2 1 1 3 2 2 Preference Data: Version 2: Coded Respondent 1 Column: B Column: C Column: D Column: E Card Speed1 Capacity 1 Price1 Preference 1 1 1 1 4 2 1 1 0 3 1 1 0 1 5 4 1 0 0 4 5 0 1 1 3 3 6 0 1 0 1 7 7 0 0 1 3 8 0 0 0 2 1 SUMMARY OUTPUT 2 3 Regression Statistics 4 Multiple R 0.976741 5 R Square 0.954023 6 Adjusted F 0.91954 7 Standard E 0.353553 8 Observatio 8 9 10 ANOVA 11 df 12 Regression 3 13 Residual 4 14 Total 7 15 16 Coefficiente 17 Intercept 2 18 Speed1 1.75 19 Capacity1 -0.75 20 Price1 1.25 Acme Espresso Machine Conjoint Analysis for Espresso Machine Preference Identification You are the marketing manager for Acme Espresso Machines, a small manufacturer of premium coffee makers. You are in a market dominated by several large manufacturers, including Breville, DeLonghi, Gaggia, and Rancilio. You have been surveying a sample of a target audience and one survey respondent's data is shown below. Task 1: Name the three "Attributes that have been identified as significant. Task 2: For the anonymous survey respondant designated "Respondent 1," name the card number that was her highest preference? Task 3: For Respondent 1, calculate the Part-Worths and Constant. Your equation should be of the form: Preference = Constant + A1 x Speed1 + A2 x Capacity 1 + A3 x Price1 Use Version 2 below and refer to the image, below right, as a hint. From the menu, above, use Data > Data Analysis > Regression. Your output will appear in a new sheet (tab). Task 4: State the three Importance Weights. Ignore any negative sign, consider only the magintudes; the total should sum to 100%. Show all working and make sure you complete all four tasks Preference Data: Version 1: Original Respondent Card Speed Capacity 1 1 2 1 3 1 4 1 4 5 2 6 2 7 2 2 Price 1 1 2 2 1 1 2 2 Preference 1 4 2 3 3 1 5 2 4 1 3 2 1 1 3 2 2 Preference Data: Version 2: Coded Respondent 1 Column: B Column: C Column: D Column: E Card Speed1 Capacity 1 Price1 Preference 1 1 1 1 4 2 1 1 0 3 1 1 0 1 5 4 1 0 0 4 5 0 1 1 3 3 6 0 1 0 1 7 7 0 0 1 3 8 0 0 0 2 1 SUMMARY OUTPUT 2 3 Regression Statistics 4 Multiple R 0.976741 5 R Square 0.954023 6 Adjusted F 0.91954 7 Standard E 0.353553 8 Observatio 8 9 10 ANOVA 11 df 12 Regression 3 13 Residual 4 14 Total 7 15 16 Coefficiente 17 Intercept 2 18 Speed1 1.75 19 Capacity1 -0.75 20 Price1 1.25
