STT 215 – Design of Experiments Homework 7 – Consumer Preference

1.   Conjoint Analysis (5 Points)

a.   What are some disadvantages to using Conjoint Analysis?

b.   How is it used in Segmentation?

2.   (40 Points)

For this problem use the following JMP files: Pizza Profiles.jmp, Pizza Responses.jmp, and Pizza Subjects.jmp.

The profiles table shows there are three factors at two levels each:

Crust: Thick, Thin

Cheese: Mozzarella, Jack

Topping: Pepperoni, None

There were 32 participants evaluating two pizzas at a time and they evaluated 4 pairs for a total of 128 pair comparisons. Their preferences are in the Pizza Responses table. The Pizza Subjects table shows the participants gender.

a.   Determine how many males and females are in the study using Tables/Summary feature. (2 Points)

b.   Using the Analyze/Tabulate feature determine how balanced the design is by creating a two by two table of Choice 1 vs Choice 2.  (4 Points)

c.   Generate a distribution of the preferred Pizza combinations from the raw data (Choice variable from

Pizza Responses table) by using Analyze/Distribution or Graph Builder or Tables/Summary. Provide a summary. (4 Points)

d.  Now model the preference data, analyze the results and provide a summary. (10 Points)

e.   Determine if there are differences between the genders with respect to preference. (In other words rerun d with gender in the model.) (10 Points)

For this section use the following JMP files: Hwk 7 Choice Profiles.jmp and Hwk 7 Choice Runs.jmp.

Through a survey, you will be evaluating 8 scenarios of gym memberships and will be asked to select which one you prefer.  On a separate piece of paper annotate your selection (1, 2, or 3) for the 8 choice sets.

You do not need to record your answers to the other questions.

You will then input your selections in the Hwk 7 Choice Runs.jmp table under the Response column.

Here is the link for the survey: https://redcap.link/m1d9eucc

You will be asked to consider 8 scenarios where each will have 3 gym membership offerings.  The membership options will vary along the following characteristics: