The goal of this conjoint study is to determine the role that five attributes play in influencing a consumer’s preference

for carpe

§ Package design (either A, B, or C)

§ Brand (1, 2, or 3)

§ Price (either $1.19, $1.39, or $1.59)

§ Did Good Housekeeping magazine approve product?

§ Is product guaranteed?
nsumer’s preference for carpet cleaner. The five attributes (and their levels) deemed relevant to the consumer preference are as follows:
preference are as follows:
SUMMARY OUTPUT

Regression Statistics
Multiple R 0.9915362499
R Square 0.9831441348
Adjusted R Square 0.9681611436
Standard Error 0.9525793444
Observations 18

ANOVA
df SS MS F Significance F
Regression 8 476.333333333 59.541666667 65.617346939 4.4924284E-07
Residual 9 8.1666666667 0.9074074074
Total 17 484.5

Coefficients Standard Error t Stat P-value Lower 95%

Intercept 4.8333333333 0.6350528963 7.6109145579 3.289184E-05 3.3967438753
A? -4.5 0.5499719409 -8.1822356109 1.848121E-05 -5.7441229655
B? 3.5 0.5499719409 6.3639610307 0.0001307034 2.2558770345
Brand 1? -1.5 0.5499719409 -2.7274118703 0.0233231277 -2.7441229655
Brand 2? -2 0.5499719409 -3.6365491604 0.005429971 -3.2441229655
1.19? 7.6666666667 0.5499719409 13.940105115 2.128215E-07 6.4225437012
1.39? 4.8333333333 0.5499719409 8.7883271376 1.036888E-05 3.5892103678
Approved 1.5 0.4762896722 3.149343955 0.0117499495 0.4225579064
Guarantee 4.5 0.4762896722 9.448031865 5.728225E-06 3.4225579064
 Upper 95% Lower 95.0% Upper 95.0%
6.2699227914 3.3967438753 6.2699227914
-3.2558770345 -5.7441229655 -3.2558770345
4.7441229655 2.2558770345 4.7441229655
-0.2558770345 -2.7441229655 -0.2558770345
-0.7558770345 -3.2441229655 -0.7558770345
8.9107896322 6.4225437012 8.9107896322
6.0774562988 3.5892103678 6.0774562988
2.5774420936 0.4225579064 2.5774420936
5.5774420936 3.4225579064 5.5774420936
Design Brand Price Approved? Guarantee? Rank
A 1 1.19 No No 13
A 2 1.39 No Yes 11
A 3 1.59 Yes No 17
B 1 1.39 Yes Yes 2
B 2 1.59 No No 14
B 3 1.19 No No 3
C 1 1.59 No Yes 12
C 2 1.19 Yes No 7
C 3 1.39 No No 9
A 1 1.59 Yes No 18
A 2 1.19 No Yes 8
A 3 1.39 No No 15
B 1 1.19 No No 4
B 2 1.39 Yes No 6
B 3 1.59 No Yes 5
C 1 1.39 No No 10
C 2 1.59 No No 16
C 3 1.19 Yes Yes 1
A? B? Brand 1? Brand 2? 1.19? 1.39?
1 0 1 0 1 0
1 0 0 1 0 1
1 0 0 0 0 0
0 1 1 0 0 1
0 1 0 1 0 0
0 1 0 0 1 0
0 0 1 0 0 0
0 0 0 1 1 0
0 0 0 0 0 1
1 0 1 0 0 0
1 0 0 1 1 0
1 0 0 0 0 1
0 1 1 0 1 0
0 1 0 1 0 1
0 1 0 0 0 0
0 0 1 0 0 1
0 0 0 1 0 0
0 0 0 0 1 0
Approved Guarantee Rank (1=Best) Rank (1=Worst)
0 0 13 6
0 1 11 8
1 0 17 2
1 1 2 17
0 0 14 5
0 0 3 16
0 1 12 7
1 0 7 12
0 0 9 10
1 0 18 1
0 1 8 11
0 0 15 4
0 0 4 15
1 0 6 13
0 1 5 14
0 0 10 9
0 0 16 3
1 1 1 18