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The Soda_Raw Data.elsx gives a consumers ranking on 12 product profiles with different combinations of attributes involving a comparison of Coke and Pepsi. The attributes

The Soda_Raw Data.elsx gives a consumer’s ranking on 12 product profiles with different combinations of attributes involving a comparison of Coke and Pepsi.

The attributes and levels are as follows:

  • Brand: Coke or Pepsi
  • Packaging: 12 oz. can or 16 oz. bottle
  • Price per ounce: 8 cents, 10 cents, 12 cents
  • Calories per ounce: 0 or 15
  • ProfileBrandPackagingCaloriesPriceRank
    1cokecan084
    2cokebottle082
    3pepsican1586
    4pepsibottle1585
    5cokecan151011
    6cokebottle15109
    7pepsican0103
    8pepsibottle0101
    9cokecan151212
    10cokebottle0128
    11pepsican0127
    12pepsibottle151210
  • Question 4: Complete the Conjoint Analysis Reporting. Need the excel sheet used for the regression analysis also.

Customer Preferences on Attributes

Attribute name

Lowest coefficient

Highest coefficient

The spread

Ranking of the attribute










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