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Conjoint Study DesignAttributes and attribute levels of the Conjoint study.

Attributes / Levels Level 1 Level 2 Level 3

Room Small suite Large room Room office

Business Amenities WWW access Speaker phone Room fax

Leisure Exercise room Pool

Extras Shoe shine Tape library Fruit cheese

Restaurant !eli"ery #es $o

Revenue PotentialsIncremental revenue potentials (possibly neative! for each attribute level" compared to the bas

#he base product revenue is 1$$.

#he base level of each attribute (the first level by default! is indicated by a %ero.

Attributes / Levels Level 1 Level 2 Level 3

Room % % %

Business Amenities & % %'(

Leisure % )* )*'(

Extras % % )+'(

Restaurant !eli"ery % ,

Respondents' Preference Partworths&espondents' preference partorths. #he most preferred profiles sum up to 1$$" the least prefe

Small suite Large room Room office

Aman-a % . &&Ann &% ,/ %Bruce *0 % &%

Exercise room 1sm2 pool 1sm2

&espondents /Attributes and Levels

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Byron 3 % **Byung ,+ % ,%4olleen +( % &/4ourtney &/ / %!aniel &( % &*!ier-re &, % *+

Elio && *% %Eugene % */ /Frank 3 % ,&5abriel *% % &+5eorge % &. (5ina &+ ,& %6ans 0 &0 %6ector % / +/7in 6yuk ,+ % &07ose &* % *38e"in % &* ,+La9rence /* +, %

:arina *& &% %:artina % &0 3:ichael +/ % *%$icholas *3 % ,,$issa % &0 **;li"er (% */ %Peony &% % *.Robert ,+ % &&Sally *, % /Saulo *% % &0Scott &, +, %Sha9n % / &3

Stacy */ % *,Sukh-eep ,0 &3 %Thomas &0 % ,,Tiffany &+ % ,%Traci *( % &/Tre"or &/ ,* %

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Extras $e9spaper $e9spaper Tape library

Restaurant !eli"ery #es #es $o

New Product ProfilesLabels and attribute levels for each ne product profile that you consider introducin into this

rofessional 1 rofessional 2 #ourist

Room Room office Small suite Large room

Business Amenities WWW access Room fax Speaker phone

Leisure Exercise room Exercise room

Extras Fruit cheese Tape library Tape library

Restaurant !eli"ery $o #es $o

Attributes / ,eroduct rofiles

Exercise room 1sm2 pool 1sm2

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Level 0

$e9spaper

product.

Level 0

)%'(

red to $.

WWW access Speaker phone Room fax Exercise room

(* &, % %

% . , %

*& % &+ .

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&, *( % %

% &0 && %

% * % %

/ *+ % (

% &+ ,3 +

&% *, % &+

. % &. &++ % * (0

3 % &% &%

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0 */ % 3

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. % ** &%

#oftrees canticon

Small suite Room office

Speaker phone Room fax

Exercise room 1sm2 pool 1sm2

Exercise room 1sm2 pool 1sm2

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$e9spaper Shoe shine

$o #es

ar*et.

elu)e

Large room

WWW access

Tape library

#es

Exercise room 1sm2 pool 1sm2

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Pool Shoe shine Tape library

3 &% &/ 0

,. *& , %

&0 % % &+

Exercise room 1sm2 pool 1sm2

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&* 0 ** &&

&0 && *& %

&( ,* * %

% ,* * &(

% . ( /

% + 3 %

% ,* + %&. % + &%

+ % % /

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% &% % &&

&% % + 0

*% ,3 % &%

% *3 &* /

&3 % *+ (

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Fruit cheese $e9spaper #es $o

&, % % &%

, % &* %

/ &. &3 %

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4undle 5 4undle 6 4undle 7 4undle 8 4undle 9 4undle 1$

Small Suite Large Room Room ;ffice Large Room Small Suite Large Room

speaker phone 999 access speaker phone room fax room fax speaker phone

Pool Pool Exercise room Exercise room

Tape library Tape library Tape library Tape library fruit an- cheese fruit an- cheese

#es $o #es $o $o #es

4undle 5 4undle 6 4undle 7 4undle 8 4undle 9 4undle 1$

Exercise room Pool

Exercise room Pool

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4undle 11 4undle 12 4undle 13 4undle 10 4undle 15 4undle 16

Room ;ffice Large Room Small Suite Large Room Room ;ffice Large Room

999 access speaker phone speaker phone room fax speaker phone 999 access

Pool Pool Pool Pool Exercise room

fruit an- cheese fruit an- cheese ne9spaper ne9spaper ne9spaper ne9spaper

$o #es $o #es $o #es

4undle 11 4undle 12 4undle 13 4undle 10 4undle 15 4undle 16

Exercise room Pool