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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 $.
WWW access Speaker phone Room fax Exercise room
(* &, % %
% . , %
*& % &+ .
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&, *( % %
% &0 && %
% * % %
/ *+ % (
% &+ ,3 +
&% *, % &+
. % &. &++ % * (0
3 % &% &%
% / *& .
&% ** % ,*
&+ % &, /
% &0 . /
% 3 *( .
0 */ % 3
( % ,/ %
. ** % %
/ 0 % /
&* *0 % %&0 *. % %
*& % &% &*
&& *. % %
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/ && % %
*, &, % +
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&& % &* &%
% */ &3 &*
% &, +* %&3 3 % %
% &0 &% &,
/ % &. *%
&, % 3 %
% &( &( ,&
. % ** &%
#oftrees canticon
Small suite Room office
Speaker phone Room fax
Exercise room 1sm2 pool 1sm2
Exercise room 1sm2 pool 1sm2
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$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 %
% ,* + %&. % + &%
+ % % /
% ( +& &,
&0 % . &&
*( % &, %
% ,, ( %
0 % + &*
% &+ + %
&. && 3 &*
( 0 &( %
% &% % %
*& , *& .*. *% % &*
&0 % &% %
& , 0 %
0 % *+ 3
% / % 3
,& &/ * .
&* % ( %
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&% % % &*
*( % % 3
% */ + .
+ / 3 0&& *+ % 0
% &% % &&
&% % + 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
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