marketing data analysis exam by using spss

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q2.xlsx
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Sheet1

Segment1 Overall Statistics n1= 14 Segment2 Overall Statistics n2= 7 Segment3 Overall Statistics n3= 30 Segment4 Overall Statistics n4= 3
Utilities Utilities Utilities Utilities
Utility Estimate Std. Error Utility Estimate Std. Error Utility Estimate Std. Error Utility Estimate Std. Error
location < 5-min drive 3.167 0.418 location < 5-min drive 1.286 0.421 location < 5-min drive 0.394 0.332 location < 5-min drive -0.667 0.385
5 and 15-min 0.524 0.356 5 and 15-min -0.857 0.359 5 and 15-min -0.122 0.283 5 and 15-min -0.333 0.328
> 15-min -3.69 0.418 > 15-min -0.429 0.421 > 15-min -0.272 0.332 > 15-min 1 0.385
bedrooms one -0.071 0.418 bedrooms one 2.048 0.421 bedrooms one -0.518 0.332 bedrooms one -4.292 0.385
two 0.143 0.356 two -0.381 0.359 two 0.628 0.283 two 1.167 0.328
three -0.071 0.418 three -1.667 0.421 three -0.11 0.332 three 3.125 0.385
neighbor safe 2.777 0.267 neighbor safe 1.661 0.269 neighbor safe 3.442 0.212 neighbor safe -0.5 0.246
unsafe -2.777 0.267 unsafe -1.661 0.269 unsafe -3.442 0.212 unsafe 0.5 0.246
age < 7 years old 0.196 0.267 age < 7 years old -0.107 0.269 age < 7 years old 0.146 0.212 age < 7 years old -0.042 0.246
> = 7 years -0.196 0.267 > = 7 years 0.107 0.269 > = 7 years -0.146 0.212 > = 7 years 0.042 0.246
features dishwasher 0.045 0.267 features dishwasher 0.625 0.269 features dishwasher 1.583 0.212 features dishwasher 0.917 0.246
no dishwasher -0.045 0.267 no dishwasher -0.625 0.269 no dishwasher -1.583 0.212 no dishwasher -0.917 0.246
amenity pool/tennis/club 0.455 0.267 amenity pool/tennis/club -0.768 0.269 amenity pool/tennis/club 0.946 0.212 amenity pool/tennis/club -0.458 0.246
no pool -0.455 0.267 no pool 0.768 0.269 no pool -0.946 0.212 no pool 0.458 0.246
(Constant) 8.333 0.295 (Constant) 8.81 0.298 (Constant) 8.374 0.235 (Constant) 8.292 0.272
Importance Values Importance Values Importance Values Importance Values
location 40.379 location 28.58 location 9.273 location 12.235
bedrooms 8.477 bedrooms 28.644 bedrooms 12.354 bedrooms 45.08
neighbor 36.558 neighbor 20.817 neighbor 42.381 neighbor 24.754
age 3.81 age 1.84 age 5.113 age 2.39
features 4.379 features 10.851 features 19.594 features 10.294
amenity 6.398 amenity 9.269 amenity 11.285 amenity 5.247
Averaged Importance Score Averaged Importance Score Averaged Importance Score Averaged Importance Score
Correlationsa Correlationsa Correlationsa Correlationsa
Value Sig. Value Sig. Value Sig. Value Sig.
Pearson's R 0.983 0 Pearson's R 0.962 0 Pearson's R 0.99 0 Pearson's R 0.978 0
Kendall's tau 0.932 0 Kendall's tau 0.756 0 Kendall's tau 0.941 0 Kendall's tau 0.881 0
a. Correlations between observed and estimated preferences a. Correlations between observed and estimated preferences a. Correlations between observed and estimated preferences a. Correlations between observed and estimated preferences
Preference Scores of Simulations Preference Scores of Simulations Preference Scores of Simulations Preference Scores of Simulations
Card Number ID Score Card Number ID Score Card Number ID Score Card Number ID Score
1 17 7.955 1 17 7.018 1 17 2.542 1 17 10.833
2 18 8.259 2 18 9.411 2 18 14.846 2 18 10.375
3 19 5.402 3 19 9.839 3 19 4.783 3 19 5.583
Preference Probabilities of Simulationsb Preference Probabilities of Simulationsb Preference Probabilities of Simulationsb Preference Probabilities of Simulationsb
Card Number ID Maximum Utilitya Bradley-Terry-Luce Logit Card Number ID Maximum Utilitya Bradley-Terry-Luce Logit Card Number ID Maximum Utilitya Bradley-Terry-Luce Logit Card Number ID Maximum Utilitya Bradley-Terry-Luce Logit
1 17 28.60% 36.50% 35.70% 1 17 14.30% 26.30% 15.10% 1 17 0.00% 11.80% 0.00% 1 17 66.70% 39.20% 56.80%
2 18 57.10% 38.60% 53.20% 2 18 57.10% 36.00% 46.80% 2 18 100.00% 67.10% 99.90% 2 18 33.30% 41.70% 42.30%
3 19 14.30% 24.90% 11.10% 3 19 28.60% 37.70% 38.10% 3 19 0.00% 21.20% 0.10% 3 19 0.00% 19.00% 0.90%
a. Including tied simulations a. Including tied simulations a. Including tied simulations a. Including tied simulations
b. 14 out of 14 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores. b. 7 out of 7 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores. b. 29 out of 30 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores. b. 3 out of 3 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores.