So far, so good. But what about price? We've ignored price so far in the relative rankings, but it's time to bring price back into the picture (sorry for the awful pun!) and consider how price is traded off against screen size and quality. If you remember, when you were ranking TVs, you actually made some decisions about price. You had to decide between a better price or a bigger TV. Now let's look at how you might rank nine TVs based on this tradeoff. Just as we ignored price before, this time we'll ignore qualitythat is, we'll assume that every TV in this table is of the same quality. We've kept the part-worths for each of the size options the same as they were in the previous exercise. Now, based on your original decisions (when you were deciding between pairs of TVs), we've assigned a part-worth to each of the price options as well. And we can add up the total for each cell, just like we did last time