Product Design. Burnside Marketing Research conducted a study for Barker Foods on several formulations for a new dry cereal. Three attributes were found to be most influential in determining which cereal had the best taste: ratio of wheat to corn in the cereal flake, type of sweetener (sugar, honey, or artificial), and the presence or absence of flavor bits. Seven children participated in taste tests and provided the following part-worths for the attributes (see Section 13.4 for a discussion of part-worths):

Wheat/Corn Sweetener Flavor Bits Child Low High Sugar Honey Artificial Present Absent 15 35 30 40 25 15 9 30 20 40 35 35 8 11 40 25 20 40 10 7 14 V a Un A W N - 35 30 25 20 30 15 18 25 40 40 20 35 18 14 20 25 20 35 30 9 16 30 15 25 40 40 20 11