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No part of this data collection may be reproduced, stored in a retrieval system

electronic, mechanical, photocopying, recording or otherwise – without the permission of DecisionPro, Inc.

Conjoint Study Design

Attributes and attribute levels of the Conjoint study.
Attributes / Levels Level 1 Level 2 Level 3

Room Small Suite Large Room Room Office

Bus Amenities Internet access Speaker phone Room fax

Leisure Exercise room Pool Exercise room + Pool

Extras Shoe shine Tape library Fruit and cheese

Rest Delivery Yes No

Revenue Potentials
Incremental revenue potentials (possibly negative) for each attribute level, compared to the base product.
The template's base product revenue is set to 100.
The base level of each attribute (the first level by default) is indicated by a zero.
Attributes / Levels Level 1 Level 2 Level 3
Room 0 0 0

Bus Amenities 1 0 0.5

Leisure 0 -2 -2.5
Extras 0 0 -4.5

Rest Delivery 0 3

Respondents' Preference Partworths

Respondents' preference partworths. The most preferred profiles sum up to 100, the least preferred to 0.
Respondents /
Small Suite Large Room Room Office
Attributes and Levels
Amanda 0 9 11
Ann 10 37 0
Bruce 26 0 10
Byron 8 0 22
Byung 34 0 30
Colleen 45 0 16
Courtney 17 7 0
Daniel 15 0 12
Dierdre 13 0 24
Elio 11 20 0
Eugene 0 27 7
Frank 8 0 31
Gabriel 20 0 14
George 0 19 5
Gina 14 31 0
Hans 6 16 0
Hector 0 7 47
Jin Hyuk 34 0 16
Jose 12 0 28
Kevin 0 12 34
Lawrence 72 43 0
Marina 21 10 0
Martina 0 16 8
Michael 47 0 20
Nicholas 28 0 33
Nissa 0 16 22
Oliver 50 27 0
Peony 10 0 29
Robert 34 0 11
Sally 23 0 7
Saulo 20 0 16
Scott 13 43 0
Shawn 0 7 18
Stacy 27 0 23
Sukhdeep 36 18 0
Thomas 16 0 33
Tiffany 14 0 30
Traci 25 0 17
Trevor 17 32 0
Vladimir 0 14 19

Existing Product Profiles

Labels and attribute levels for each existing product profile that already exists in the market.
Attributes / Existing
Courtyard by Marriott Nittany Lion Inn Atherton Hilton
Product Profiles

Room Small Suite Large Room Large Room

Bus Amenities Speaker phone Speaker phone Speaker phone

Leisure Exercise room + Pool Exercise room Exercise room

Extras Newspaper Newspaper Tape library

Rest Delivery Yes Yes No

New Product Profiles
Labels and attribute levels for each new product profile that you consider introducing into this market.
Attributes / New
Professional 1 Professional 2 Tourist
Product Profiles

Room Room Office Small Suite Large Room

Bus Amenities Internet access Room fax Speaker phone

Leisure Exercise room Exercise room Exercise room + Pool

Extras Fruit and cheese Tape library Tape library

Rest Delivery No Yes No

d, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means –
on of DecisionPro, Inc.

Level 4

Newspaper

d to the base product.

Level 4

-0.5

least preferred to 0.

Internet access Speaker phone Room fax Exercise room

52 13 0 0
0 9 3 0
21 0 14 9
13 25 0 0
0 16 11 0
0 2 0 0
7 24 0 5
0 14 38 4
10 23 0 14
 9 0 19 14
4 0 2 56
8 0 10 10
0 7 21 9
10 22 0 32
14 0 13 7
0 16 9 7
0 8 25 9
6 27 0 8
5 0 37 0
9 22 0 0
7 6 0 7
12 26 0 0
16 29 0 0
21 0 10 12
11 29 0 0
5 0 22 12
0 19 4 11
7 11 0 0
23 13 0 4
0 15 29 7
10 0 27 7
11 0 12 10
0 27 18 12
0 13 42 0
18 8 0 0
0 16 10 13
6 0 19 20
13 0 8 0
0 15 15 31
10 0 22 10

Toftrees Scanticon

Small Suite Room Office

Speaker phone Room fax

Exercise room + Pool Exercise room + Pool

Newspaper Shoe shine

No Yes
g into this market.

Deluxe

Large Room

Internet access

Exercise room + Pool

Tape library

Yes
Pool Exercise room + Pool Shoe shine Tape library
8 10 17 6
39 21 3 0
16 0 0 14
12 6 22 12
16 11 21 0
15 32 2 0
0 32 2 15
0 9 5 7
0 4 8 0
 0 32 5 0
19 0 4 10
4 0 0 7
0 5 41 13
16 0 9 11
25 0 13 0
0 33 5 0
6 0 4 12
0 14 4 0
20 11 8 12
5 6 15 0
0 10 0 0
21 3 21 9
29 20 0 13
16 0 10 0
1 3 6 0
6 0 24 8
0 7 0 8
31 17 1 9
12 0 5 0
0 5 9 5
10 0 0 12
25 0 0 8
0 27 4 8
4 7 8 6
11 24 0 6
0 10 0 11
10 0 4 6
20 38 0 10
0 28 12 7
18 0 24 5
Fruit and cheese Newspaper Yes No
13 0 0 10
3 0 12 0
7 19 18 0
0 15 0 19
14 8 13 0
0 1 0 19
8 0 0 12
0 21 0 17
24 12 15 0
18 12 11 0
0 6 3 0
15 18 31 0
10 0 0 9
0 3 16 0
18 8 12 0
9 13 0 22
8 0 0 7
10 8 0 15
0 6 4 0
22 8 16 0
5 5 0 6
13 0 0 11
6 9 14 0
8 11 5 0
26 4 0 9
0 12 0 20
5 4 12 0
16 0 13 0
8 14 17 0
18 0 0 23
20 16 23 0
6 4 0 12
0 14 0 14
0 3 0 16
8 8 14 0
33 18 0 5
0 13 0 18
4 12 0 12
0 5 10 0
0 7 17 0