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Conjoint 3

1. The regression model has a multiple R of 0.99 and R square of 0.983, indicating a strong fit to the data. 2. Key factors like A, B, brand, price, approval, and guarantee were found to significantly impact rank, with coefficients like -4.5 for A and 3.5 for B. 3. The model can predict rank with a standard error of 0.95.

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32 views6 pages

Conjoint 3

1. The regression model has a multiple R of 0.99 and R square of 0.983, indicating a strong fit to the data. 2. Key factors like A, B, brand, price, approval, and guarantee were found to significantly impact rank, with coefficients like -4.5 for A and 3.5 for B. 3. The model can predict rank with a standard error of 0.95.

Uploaded by

kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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SUMMARY OUTPUT

Regression Statistics
Multiple R 0.991536
R Square 0.983144
Adjusted R 0.968161
Standard E 0.952579
Observatio 18

ANOVA
df SS MS F Significance F
Regression 8 476.3333 59.54167 65.61735 4.49E-07
Residual 9 8.166667 0.907407
Total 17 484.5

Coefficients
Standard Error t Stat P-value Lower 95%Upper 95% Lower 95.0%
Upper 95.0%
Intercept 4.833333 0.635053 7.610915 3.29E-05 3.396744 6.269923 3.396744 6.269923
A? -4.5 0.549972 -8.182236 1.85E-05 -5.744123 -3.255877 -5.744123 -3.255877
B? 3.5 0.549972 6.363961 0.000131 2.255877 4.744123 2.255877 4.744123
Brand 1? -1.5 0.549972 -2.727412 0.023323 -2.744123 -0.255877 -2.744123 -0.255877
Brand 2? -2 0.549972 -3.636549 0.00543 -3.244123 -0.755877 -3.244123 -0.755877
1.19? 7.666667 0.549972 13.94011 2.13E-07 6.422544 8.91079 6.422544 8.91079
1.39? 4.833333 0.549972 8.788327 1.04E-05 3.58921 6.077456 3.58921 6.077456
Approved? 1.5 0.47629 3.149344 0.01175 0.422558 2.577442 0.422558 2.577442
Guarantee 4.5 0.47629 9.448032 5.73E-06 3.422558 5.577442 3.422558 5.577442

RESIDUAL OUTPUT

Observation
Predicted Rank(1=worst)
Residuals
1 6.5 -0.5
2 7.666667 0.333333
3 1.833333 0.166667
4 17.66667 -0.666667
5 6.333333 -1.333333
6 16 1.78E-15
7 7.833333 -0.833333
8 12 0
9 9.666667 0.333333
10 0.333333 0.666667
11 10.5 0.5
12 5.166667 -1.166667
13 14.5 0.5
14 12.66667 0.333333
15 12.83333 1.166667
16 8.166667 0.833333
17 2.833333 0.166667
18 18.5 -0.5
A B C D E F G H I J K L M N
1 design Brand PRICE Approved?GuarantRank
2 A 1 1.19 No No 13
3 A 2 1.39 No Yes 11
4 A 3 1.59 Yes No 17
5 B 1 1.39 Yes Yes 2
6 B 2 1.59 No No 14
7 B 3 1.19 No No 3
8 C 1 1.59 No Yes 12
9 C 2 1.19 Yes No 7
10 C 3 1.39 No No 9
11 A 1 1.59 Yes No 18
12 A 2 1.19 No Yes 8
13 A 3 1.39 No No 15
14 B 1 1.19 No No 4
15 B 2 1.39 Yes No 6
16 B 3 1.59 No Yes 5
17 C 1 1.39 No No 10
18 C 2 1.59 No No 16
19 C 3 1.19 Yes Yes 1
20 A? B? Brand 1? Brand 2? 1.19? 1.39? Approved?GuaranteeRank(1Rank(1=Forecast
21 1 0 1 0 1 0 0 0 13 6 6.5
22 1 0 0 1 0 1 0 1 11 8 7.667
23 1 0 0 0 0 0 1 0 17 2 1.833
24 0 1 1 0 0 1 1 1 2 17 17.67
25 0 1 0 1 0 0 0 0 14 5 6.333
26 0 1 0 0 1 0 0 0 3 16 16
27 0 0 1 0 0 0 0 1 12 7 7.833
28 0 0 0 1 1 0 1 0 7 12 12
29 0 0 0 0 0 1 0 0 9 10 9.667
30 1 0 1 0 0 0 1 0 18 1 0.333
31 1 0 0 1 1 0 0 1 8 11 10.5
32 1 0 0 0 0 1 0 0 15 4 5.167
33 0 1 1 0 1 0 0 0 4 15 14.5
34 0 1 0 1 0 1 1 0 6 13 12.67
35 0 1 0 0 0 0 0 1 5 14 12.83
36 0 0 1 0 0 1 0 0 10 9 8.167
37 0 0 0 1 0 0 0 0 16 3 2.833
38 0 0 0 0 1 0 1 1 1 18 18.5 Alpha 1.453204
39 New Comp
40 A? B? Brand 1? Brand 2? 1.19? 1.39? Approved?Guarantee? Actual Share Predicted
41 1 0 1 0 0 1 0 0 3.667 0.091355
42 0 1 0 1 0 1 1 0 12.67 0.55351
43 0 0 0 0 0 0 0 1 9.333 0.355135
A B C D E F G H I J K L M N
1 SUMMARY OUTPUT
2
3 Regression Statistics
4 Multiple R 0.99153624989
5 R Square 0.98314413485
6 Adjusted R Square 0.9681611436
7 Standard Error 0.95257934442
8 Observations 18
9
10 ANOVA
11 df SS MS F Significance F
12 Regression 8 476.333333333333 59.541667 65.617347 4.492E-07
13 Residual 9 8.16666666666667 0.9074074
14 Total 17 484.5
15
16 Coefficients Standard Error t Stat P-value Lower 95%Upper 95% Lower 95.0%
Upper 95.0% Spread
17 Intercept 4.83333333333 0.63505289627712 7.6109146 3.289E-05 3.3967428 6.2699239 3.3967428 6.2699239 A or B 8 1
18 A? -4.5 0.54997194092287 -8.182236 1.848E-05 -5.744124 -3.255876 -5.744124 -3.255876 Brand 2 5
19 B? 3.5 0.54997194092287 6.363961 0.0001307 2.2558761 4.7441239 2.2558761 4.7441239 Price 7.6 2
20 Brand 1? -1.5 0.54997194092287 -2.727412 0.0233231 -2.744124 -0.255876 -2.744124 -0.255876 Approved 4.5 3
21 Brand 2? -2 0.54997194092287 -3.636549 0.00543 -3.244124 -0.755876 -3.244124 -0.755876 Guarantee 4.5 3
22 1.19? 7.66666666667 0.54997194092287 13.940105 2.128E-07 6.4225428 8.9107906 6.4225428 8.9107906
23 1.39? 4.83333333333 0.54997194092287 8.7883271 1.037E-05 3.5892094 6.0774572 3.5892094 6.0774572
24 Approved? 1.5 0.47628967220784 3.149344 0.0117499 0.4225571 2.5774429 0.4225571 2.5774429
25 Guarantee? 4.5 0.47628967220784 9.4480319 5.728E-06 3.4225571 5.5774429 3.4225571 5.5774429
26 B
27 Utility =
28 B 3.5 1
29 C 0 0.5625
1.2
30 A -4.5 0
31 1
32 Brand 3 0 0.25 0.8
33 Brand 1 -1.6 0.05 0.6 Column
C
34 Brand 2 -2 0
0.4
35
36 1.19 7.667 0.958375 0.2
37 1.39 4.83 0.60375 0
38 1.59 0 0 B C A
39
40 Approved 1.5 0.1875
41 Not Approved 0 0
42 Brand Scores
43 Guarantee 4.5 0.5625
44 No Guarantee 0 0 0.3
45 0.2
46 Column C
0.1
47
48 0
49 Brand 3 Brand 1 Brand 2
50
51
52
53
Price
54
55
56 1.5
57
1
58
Column C
59 0.5
60
61 0
62 1.1 1.2 1.3 1.4 1.5 1.6 1.7
63
64
65
66
67 Approved?
68
69 0.2
70
0.15
71
72 0.1 Column C
73 0.05
74 0
75 Approved Not Approved
76
77
78
79
Guarantee?
80
81
82 0.6
83
0.4
84
Column C
85 0.2
86
87 0
88 Guarantee No Guarantee
89
90
A B C D E F G H I J K L M N
1 Design Brand Price Approved?Guarantee? Rank
2 A 1 1.19 No No 13
3 A 2 1.39 No Yes 11
4 A 3 1.59 Yes No 17
5 B 1 1.39 Yes Yes 2
6 B 2 1.59 No No 14
7 B 3 1.19 No No 3
8 C 1 1.59 No Yes 12
9 C 2 1.19 Yes No 7
10 C 3 1.39 No No 9
11 A 1 1.59 Yes No 18
12 A 2 1.19 No Yes 8
13 A 3 1.39 No No 15
14 B 1 1.19 No No 4
15 B 2 1.39 Yes No 6
16 B 3 1.59 No Yes 5
17 C 1 1.39 No No 10
18 C 2 1.59 No No 16
19 C 3 1.19 Yes Yes 1
20 A? B? Brand 1? Brand 2? 1.19? 1.39? Approved?Guarantee? Rank(1=Best) Rank(1=worst) Forecast
21 1 0 1 0 1 0 0 0 13 6 6.5
22 1 0 0 1 0 1 0 1 11 8 7.6666667
23 1 0 0 0 0 0 1 0 17 2 1.8333333
24 0 1 1 0 0 1 1 1 2 17 17.666667
25 0 1 0 1 0 0 0 0 14 5 6.3333333
26 0 1 0 0 1 0 0 0 3 16 16
27 0 0 1 0 0 0 0 1 12 7 7.8333333
28 0 0 0 1 1 0 1 0 7 12 12
29 0 0 0 0 0 1 0 0 9 10 9.6666667
30 1 0 1 0 0 0 1 0 18 1 0.3333333
31 1 0 0 1 1 0 0 1 8 11 10.5
32 1 0 0 0 0 1 0 0 15 4 5.1666667
33 0 1 1 0 1 0 0 0 4 15 14.5
34 0 1 0 1 0 1 1 0 6 13 12.666667
35 0 1 0 0 0 0 0 1 5 14 12.833333
36 0 0 1 0 0 1 0 0 10 9 8.1666667
37 0 0 0 1 0 0 0 0 16 3 2.8333333
38 0 0 0 0 1 0 1 1 1 18 18.5 Alpha 1.4532045
39 Actual Companies
40 A? B? Brand 1? Brand 2? 1.19? 1.39? Approved?Guarantee? Actual SharePredicted Sq Err
41 1 0 1 0 1 0 0 0 6.5 0.2 0.1876715 0.000152
42 0 1 0 1 0 1 1 0 12.666667 0.5 0.4948379 2.665E-05
43 0 0 0 0 0 0 0 1 9.3333333 0.3 0.3174906 0.0003059
44 SSE 0.0004846
A B C D E F G H I J K L M N O P Q R
1 Current share A B Brand 1 Brand 2 1.19? 1.39? Approved? Guarantee?Alpha 2.0756135 SSE
2 Squared
0.3 Our brand 1 0 1 0 1 0 0 0 Error 0.0019272 0.0003519 0.000632 0.0029111
3 Actual
0.5 Comp 1 0 1 0 1 0 1 1 0 Share 0.3 0.5 0.2
4 Predicted
0.2 Comp 2 0 0 0 0 0 0 0 1 Share 0.3438996 0.481241 0.1748594
Our
5 Brand Comp 1 Comp 2 Comp 1 Comp 2
Segment Size(000) Intercept A B Brand 1 Brand 2 1.19? 1.39? Approved? Guarantee?Score score Score Our share share Share
6 1 10 4.83 -4.5 3.5 -1.5 -2 7.67 4.83 1.5 4.5 6.5 12.66 9.33 0.1407056 0.5613627 0.2979317
7 2 15 2 -6 5 1 2 9 6 2 3 6 17 5 0.0964279 0.8375251 0.066047
8 3 20 5 -2 2 -4 -6 8 5 3 5 7 9 10 0.2091447 0.3523616 0.4384937
9 4 12 2 4 1 4 2 7 4 1 4 17 10 6 0.690824 0.2296384 0.0795376
10 5 22 4.7 1 4 3 2 6 4 2 2 14.7 16.7 6.7 0.4001788 0.5214843 0.0783369
11 6 14 9 -6 -4 2 1 5 3 2 3 10 11 12 0.2718321 0.3312959 0.396872
12 7 10 8 1 3 0 -2 4 3 1 2 13 13 10 0.3875829 0.3875829 0.2248342
13 8 15 2 4 -3 5 -3 9 7 2 1 20 5 3 0.9295637 0.0523161 0.0181202
14 9 8 2 -2 4 2 5 7 4 3 4 9 18 6 0.1771083 0.7465535 0.0763382
15 10 12 7 -4 -2 1 3 6 4 2 2 10 14 9 0.2621865 0.5271275 0.2106859
16 11 9 2 1 2 2 4 8 5 4 3 13 17 5 0.3468947 0.6053663 0.047739
17 12 11 4.4 -6 5 -4 -2 6 4 5 2 0.4 16.4 6.4 0.0003933 0.8754418 0.124165
18 13 8 7 -4 3 -1 3 4 3 2 3 6 18 10 0.0731704 0.7155743 0.2112553
19 14 14 2 2 2 2 -1 8 5 3 4 14 11 6 0.5622821 0.3408507 0.0968672
A B C D E F G H I J K L M N O P Q R S T
1 Current share A B Brand 1 Brand 2 1.19? 1.39? Approved?Guarantee? Alpha 2.075613 SSE
2 Squared
0.3 Our brand 1 0 1 0 1 0 1 1 Error 0.047194 0.01949 0.006027 0.072712
3 Actual
0.5 Comp 1 0 1 0 1 0 1 1 0 Share 0.3 0.5 0.2
Guarantee and
4 Predicted approval would
0.2 Comp 2 0 0 0 0 0 0 0 1 Share 0.517243 0.360392 0.122366 raise share from
Our 34% to 52%. We
5 Brand Comp 1 Comp 2 Comp 1 Comp 2 gain 13% from
Segment Size(000) Intercept A B Brand 1 Brand 2 1.19? 1.39? Approved?Guarantee? Score score Score Our share share Share Comp 1 and 5%
6 1 10 4.83 -4.5 3.5 -1.5 -2 7.67 4.83 1.5 4.5 12.5 12.66 9.33 0.388851 0.399253 0.211895 from Comp 2.
7 2 15 2 -6 5 1 2 9 6 2 3 11 17 5 0.273 0.67386 0.05314
8 3 20 5 -2 2 -4 -6 8 5 3 5 15 9 10 0.562624 0.194871 0.242505
9 4 12 2 4 1 4 2 7 4 1 4 22 10 6 0.792347 0.154233 0.05342
10 5 22 4.7 1 4 3 2 6 4 2 2 18.7 16.7 6.7 0.52369 0.414104 0.062206
11 6 14 9 -6 -4 2 1 5 3 2 3 15 11 12 0.464122 0.243809 0.292068
12 7 10 8 1 3 0 -2 4 3 1 2 16 13 10 0.493374 0.32063 0.185995
13 8 15 2 4 -3 5 -3 9 7 2 1 23 5 3 0.946348 0.039849 0.013802
14 9 8 2 -2 4 2 5 7 4 3 4 16 18 6 0.415365 0.530399 0.054236
15 10 12 7 -4 -2 1 3 6 4 2 2 14 14 9 0.416721 0.416721 0.166558
16 11 9 2 1 2 2 4 8 5 4 3 20 17 5 0.564986 0.403217 0.031798
17 12 11 4.4 -6 5 -4 -2 6 4 5 2 7.4 16.4 6.4 0.14376 0.749884 0.106357
18 13 8 7 -4 3 -1 3 4 3 2 3 11 18 10 0.217401 0.604218 0.17838
19 14 14 2 2 2 2 -1 8 5 3 4 21 11 6 0.748762 0.195639 0.055599

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