marketing data analysis exam by using spss

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Additional_5_Responses

Table of 5 Additional Responses (Part 1)
id q5s1b q5s1w q5s2b q5s2w q5s3b q5s3w q5s4b q5s4w q5s5b q5s5w q5s6b
New1 14 2 9 5 3 1 13 6 16 3 10
New2 14 2 9 5 3 1 13 6 16 3 10
New3 14 2 9 5 3 1 13 6 16 3 10
New4 14 2 9 5 3 1 13 6 16 3 10
New5 14 2 9 5 3 1 13 6 16 3 10
Table of 5 Additional Responses (Part 2)
id q5s6w q5s7b q5s7w q5s8b q5s8w q5s9b q5s9w q5s10b q5s10w q15
New1 7 9 4 13 1 10 4 15 3 1
New2 7 9 4 13 1 10 4 15 3 1
New3 7 9 4 13 1 10 4 15 3 1
New4 7 9 4 13 1 10 4 15 3 1
New5 7 9 4 13 1 10 4 15 3 1
Note the above bundle ID numbers are for illustration purpose only.
You should provide different response data for the five additional respondents.
Afterwards, you can copy and paste the above table to your final exam report.
Hao1 2 2 9 5 4 1 8 6 16 8 11 7 4 13 1 1 6 16 3 7 1
Xite1 14 8 9 5 4 2 15 13 16 8 11 7 13 9 13 1 4 16 3 7 2
Manni1 2 2 5 12 3 3 8 8 8 3 7 14 4 4 1 12 16 4 15 3 2
Mook1 5 2 12 16 2 1 13 6 11 16 10 14 14 14 1 11 6 6 7 3 2
Bian1 8 5 5 9 4 1 6 15 3 16 7 7 4 13 13 1 6 4 9 3 1

Sheet1

Segment1 Overall Statistics n1= 7 Segment2 Overall Statistics n2= 3 Segment3 Overall Statistics n3= 7 Segment4 Overall Statistics n4= 2 Segment5 Overall Statistics n5= 4
Utilities Utilities Utilities Utilities Utilities
Utility Estimate Std. Error Utility Estimate Std. Error Utility Estimate Std. Error Utility Estimate Std. Error Utility Estimate Std. Error
crust Pan 0.08 0.127 crust Pan 0.083 0.335 crust Pan -0.179 0.094 crust Pan -0.469 0.226 crust Pan 0.141 0.19
Thin 0.107 0.109 Thin 0.833 0.286 Thin -0.286 0.08 Thin -0.375 0.193 Thin 0.188 0.162
Thick -0.188 0.127 Thick -0.917 0.335 Thick 0.464 0.094 Thick 0.844 0.226 Thick -0.328 0.19
topping Pineapple -1.232 0.141 topping Pineapple 0.5 0.371 topping Pineapple 1.018 0.104 topping Pineapple 1.125 0.25 topping Pineapple -1.688 0.211
Veggie 1.446 0.141 Veggie -0.5 0.371 Veggie -1.446 0.104 Veggie 1.5 0.25 Veggie -1.688 0.211
Sausage -0.214 0.141 Sausage 1.5 0.371 Sausage 0.054 0.104 Sausage -3.375 0.25 Sausage 2.531 0.211
Pepperoni 0 0.141 Pepperoni -1.5 0.371 Pepperoni 0.375 0.104 Pepperoni 0.75 0.25 Pepperoni 0.844 0.211
t_cheese Romano -0.536 0.127 t_cheese Romano -0.208 0.335 t_cheese Romano 0.196 0.094 t_cheese Romano 0.031 0.226 t_cheese Romano 0 0.19
Mixed cheese 0.214 0.109 Mixed cheese 0.667 0.286 Mixed cheese 0.143 0.08 Mixed cheese 0.125 0.193 Mixed cheese 0 0.162
Mozzarella 0.321 0.127 Mozzarella -0.458 0.335 Mozzarella -0.339 0.094 Mozzarella -0.156 0.226 Mozzarella 0 0.19
a_cheese 2 oz 0.054 0.127 a_cheese 2 oz -0.021 0.335 a_cheese 2 oz -0.732 0.094 a_cheese 2 oz -0.062 0.226 a_cheese 2 oz -0.641 0.19
4 oz 0 0.109 4 oz 0.417 0.286 4 oz 0.5 0.08 4 oz 0.5 0.193 4 oz 0.062 0.162
6 oz -0.054 0.127 6 oz -0.396 0.335 6 oz 0.232 0.094 6 oz -0.437 0.226 6 oz 0.578 0.19
price $9.99 -0.17 0.127 price $9.99 0.146 0.335 price $9.99 -1.679 0.094 price $9.99 -0.656 0.226 price $9.99 -0.312 0.19
$8.99 0.179 0.109 $8.99 0.083 0.286 $8.99 0.143 0.08 $8.99 -0.375 0.193 $8.99 0.25 0.162
$7.99 -0.009 0.127 $7.99 -0.229 0.335 $7.99 1.536 0.094 $7.99 1.031 0.226 $7.99 0.062 0.19
(Constant) 5.375 0.098 (Constant) 5 0.257 (Constant) 5.375 0.072 (Constant) 5.531 0.174 (Constant) 5.375 0.146
Importance Values Importance Values Importance Values Importance Values Importance Values
crust 14.595 crust 25.281 crust 11.551 crust 13.947 crust 8.904
topping 34.667 topping 40.946 topping 29.865 topping 52.34 topping 55.397
t_cheese 19.976 t_cheese 13.102 t_cheese 10.087 t_cheese 2.419 t_cheese 8.961
a_cheese 14.561 a_cheese 12.828 a_cheese 15.858 a_cheese 11.528 a_cheese 18.016
price 16.201 price 7.843 price 32.639 price 19.766 price 8.721
Averaged Importance Score Averaged Importance Score Averaged Importance Score Averaged Importance Score Averaged Importance Score
Correlationsa Correlationsa Correlationsa Correlationsa Correlationsa
Value Sig. Value Sig. Value Sig. Value Sig. Value Sig.
Pearson's R 0.988 0 Pearson's R 0.96 0 Pearson's R 0.997 0 Pearson's R 0.991 0 Pearson's R 0.992 0
Kendall's tau 0.945 0 Kendall's tau 0.902 0 Kendall's tau 0.992 0 Kendall's tau 0.917 0 Kendall's tau 0.94 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 a. Correlations between observed and estimated preferences
Preference Scores of Simulations 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 Card Number ID Score
1 17 4.723 1 17 5.625 1 17 6.518 1 17 6.156 1 17 4.141
2 18 5.179 2 18 3 2 18 4.911 2 18 6.156 2 18 6.156
3 19 6.438 3 19 4.875 3 19 4.643 3 19 7.656 3 19 3.297
Preference Probabilities of Simulationsb 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 Card Number ID Maximum Utilitya Bradley-Terry-Luce Logit
1 17 7.10% 28.80% 15.50% 1 17 50.00% 41.70% 52.40% 1 17 85.70% 40.80% 65.90% 1 17 16.70% 30.90% 18.90% 1 17 0.00% 30.70% 11.10%
2 18 14.30% 31.60% 23.70% 2 18 0.00% 22.60% 10.10% 2 18 14.30% 30.40% 19.30% 2 18 16.70% 30.90% 18.90% 2 18 100.00% 45.50% 75.40%
3 19 78.60% 39.60% 60.80% 3 19 50.00% 35.70% 37.50% 3 19 0.00% 28.90% 14.80% 3 19 66.70% 38.20% 62.10% 3 19 0.00% 23.80% 13.50%
a. Including tied simulations a. Including tied simulations a. Including tied simulations a. Including tied simulations a. Including tied simulations
b. 7 out of 7 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. b. 7 out of 7 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores. b. 2 out of 2 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores. b. 4 out of 4 subjects are used in the Bradley-Terry-Luce and Logit methods because these subjects have all nonnegative scores.