marketing data analysis exam by using spss

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.