Conjoint Analysis In this assignment, you will conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards. To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data file is “CreditCardData.xls”. The following attributes and levels were identified and used in the study: Attribute Levels Brand Mastercard, Visa, Discover Fee $0 fee, $10 fee, $25 fee Interest (intro APR) 0% interest, 15% interest Cash back no cash back, 1% cash back Credit limit $1,000, $3,000, $10,000 A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail. What are the partworths for each attribute for each of the 3 customers? What are the relative importance of each attribute for each of the 3 customers? At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.
Conjoint Analysis In this assignment, you will conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards. To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data file is “CreditCardData.xls”. The following attributes and levels were identified and used in the study: Attribute Levels Brand Mastercard, Visa, Discover Fee $0 fee, $10 fee, $25 fee Interest (intro APR) 0% interest, 15% interest Cash back no cash back, 1% cash back Credit limit $1,000, $3,000, $10,000 A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail. What are the partworths for each attribute for each of the 3 customers? What are the relative importance of each attribute for each of the 3 customers? At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.
Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 1SC
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Conjoint Analysis
In this assignment, you will conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards.
To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data file is “CreditCardData.xls”. The following attributes and levels were identified and used in the study:
Attribute
Levels
Brand
Mastercard, Visa, Discover
Fee
$0 fee, $10 fee, $25 fee
Interest
(intro APR)
0% interest, 15% interest
Cash back
no cash back, 1% cash back
Credit limit
$1,000, $3,000, $10,000
A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail.
What are the partworths for each attribute for each of the 3 customers?
What are the relative importance of each attribute for each of the 3 customers?
At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.
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