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they did a survey and received 21 respondents. In the survey, the respondents are giving their ratings on 21 profiles, which is the combination of

they did a survey and received 21 respondents. In the survey, the respondents are giving their ratings on 21 profiles, which is the combination of the following three attributes:

  1. Location: current location (standalone), in a mall, or in a plaza
  2. Movies to carry: all current movies, some current movies but not all, and current choice ( only current popular movies)
  3. Size of the theatre: current (small), medium, or large

What is the optimal price of a ticket? From the case, you should see that with an increase of 1$, there will be 10% drop in tickets (and vice versa).To make things simpler, let us assume the popcorn price is 5.50$, and 2/3 ticket holds will buy popcorn.

Customer Small theatre / Carries all current movies / In a mall Medium-sized theatre / Carries all current movies / In a mall Large theatre / Carries all current movies / In a mall Small theatre / Carries some current movies, but not all / In a mall Medium-sized theatre / Carries some current movies, but not all / In a mall Large theatre / Carries some current movies, but not all / In a mall Small theatre / Carries only current popular movies / In a mall Medium-sized theatre / Carries only current popular movies / In a mall Large theatre / Carries only current popular movies / In a mall Small theatre / Carries all current movies / Stand-alone location Medium-sized theatre / Carries all current movies / Stand-alone location Large theatre / Carries all current movies / Stand-alone location Small theatre / Carries some current movies, but not all / Stand-alone location Medium-sized theatre / Carries some current movies, but not all / Stand-alone location Large theatre / Carries some current movies, but not all / Stand-alone location Small theatre / Carries only current popular movies / Stand-alone location Medium-sized theatre / Carries only current popular movies / Stand-alone location Large theatre / Carries only current popular movies / Stand-alone location Small theatre / Carries all current movies / In a plaza Medium-sized theatre / Carries all current movies / In a plaza Large theatre / Carries all current movies / In a plaza Small theatre / Carries some current movies, but not all / In a plaza Medium-sized theatre / Carries some current movies, but not all / In a plaza Large theatre / Carries some current movies, but not all / In a plaza Small theatre / Carries only current popular movies / In a plaza Medium-sized theatre / Carries only current popular movies / In a plaza Large theatre / Carries only current popular movies / In a plaza
1 6 10 9 4 6 7 7 8 8 7 7 5 2 4 2 2 4 4 5 8 8 1 8 7 2 4 3
2 10 10 9 9 8 7 8 8 9 1 1 3 1 1 1 1 2 1 7 7 7 5 6 6 5 7 7
3 9 8 9 4 4 4 4 4 4 9 8 9 4 4 4 4 4 4 8 8 8 4 4 4 4 4 4
4 5 8 10 3 4 5 2 8 8 6 6 8 4 7 5 4 4 7 6 7 8 2 3 5 2 3 8
5 8 8 9 4 5 7 6 8 8 8 7 9 1 3 5 3 7 8 8 10 10 4 4 4 6 6 8
6 7 9 10 2 6 7 4 6 6 5 8 10 2 6 6 2 6 7 3 8 9 6 6 6 4 4 6

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