< Research Statistics > Reference : https://docs.google.com/spreadsheets/d/1Suz_vLMGHg4h8H81zbHrCPO5VcDP36N5/edit?usp=sharing&ouid=110640191752541793060&rtpof=true&sd=true https://docs.google.com/document/d/1R65IcAOFeRvmdhZ1zgR6xm6h7exrXi3l/edit?usp=sharing&ouid=110640191752541793060&rtpof=true&sd=true https://drive.google.com/drive/folders/1uyG49PKHl1rGcQ_-Je9bDKbKc9c659Mr?usp=sharing 4. Calculate the predicted utilities for the following options: i) Package A, K2R, $1.19, no

< Research Statistics >

Reference :

https://docs.google.com/spreadsheets/d/1Suz_vLMGHg4h8H81zbHrCPO5VcDP36N5/edit?usp=sharing&ouid=110640191752541793060&rtpof=true&sd=true

https://docs.google.com/document/d/1R65IcAOFeRvmdhZ1zgR6xm6h7exrXi3l/edit?usp=sharing&ouid=110640191752541793060&rtpof=true&sd=true

https://drive.google.com/drive/folders/1uyG49PKHl1rGcQ_-Je9bDKbKc9c659Mr?usp=sharing

<3questions >

4. Calculate the predicted utilities for the following options:

i) Package A, K2R, $1.19, no Good Housekeeping seal, no money back guarantee

ii) Package C, Bissell, $1.19, no Good Housekeeping seal with money back guarantee

iii) Package B, Bissell, $1.59, Good Housekeeping seal with money back guarantee.

Which option will the consumer choose based on a first-choice rule? Calculate the choice probabilities for each of the options using the share-of-preference rule.

5. What is the highest predicted utility that can be obtained? What are the characteristics of that "ideal" option?

6. What would be your reservations to use the choice probabilities obtained above, aggregated across all respondents, to predict the market share of each option?