SUMMARY OUTPUT

Regression Statistics
Multiple R
R Square
Adjusted R Square
Standard Error
Observations

0.953853273
0.909836066
0.855737705
0.494413232
9

ANOVA
df
Regression
Residual
Total

3
5
8

SS
MS
F
Significance F
12.33333333 4.111111 16.81818 0.00481
1.222222222 0.244444
13.55555556

Coefficients
Standard Error
t Stat
P-value Lower 95%
6.222222222
0.164804411 37.75519 2.46E-07 5.798579
-0.666666667
0.201843357 -3.30289 0.021407 -1.18552
-0.5
0.201843357 -2.47717 0.056035 -1.01885
-1.166666667
0.201843357 -5.78006 0.002181 -1.68552

Intercept
Sole
Upper
Price

RESIDUAL OUTPUT
Observation
1
2
3
4
5
6
7
8
9

Predicted Actual Ranking

8.555555556
6.888888889
5.222222222
6.055555556
4.388888889
6.222222222
5.555555556
7.388888889
5.722222222

Residuals
0.444444444
0.111111111
-0.222222222
-0.055555556
0.611111111
-0.222222222
-0.555555556
-0.388888889
0.277777778

ignificance F

Upper 95%Lower 95.0%

Upper 95.0%
6.645865 5.798579 6.645865
-0.14781 -1.18552 -0.14781
0.018855 -1.01885 0.018855
-0.64781 -1.68552 -0.64781

Stimulus
1
2
3
4
5
6
7
8
9
Overall Average Rank
Ranking Respondent
Sole
Plastic
Polyurathene
Rubber
Upper
Nylon
Canvas
Leather
Price
90
60
30
No of levels=

Respondent 1
Stimulus

Sole
Plastic
Plastic
Plastic
Polyurathene
Polyurathene
Polyurathene
Rubber
Rubber
Rubber

Upper
Nylon
Canvas
Leather
Nylon
Canvas
Leather
Nylon
Canvas
Leather
6.2222

9
6
5

7
5
7

9
7
5

6
5
6

9
6
5
9

Sole
Plastic
Plastic
Plastic
Polyurathene
Polyurathene
Polyurathene
Rubber
Rubber
Rubber

6
6
5
Standardizing No of Levels /Sum of squared deviations

Upper
Nylon
Canvas
Leather
Nylon
Canvas
Leather
Nylon
Canvas
Leather

Lower rank is better

3^3=27 combination, but we have taken only 9 i
Price

Ranking Respondent 1
90
60
30
60
30
90
30
90
60

9
7
5 Plastic
6 Polyurathene
5 Rubber
6
5
7
6

7.0000
5.6667
6.0000

(utility as per Malhotra)

Deviation from
Overall Average Rank
0.7778
-0.5556
-0.2222

Average Rank of level

7.0000
5.6667
6.0000

5
6
6
5
7
6

6.6667
6.3333
5.6667

7
7
5

7.3333
6.3333
5.0000

Price
90
60
30
60
30
90
30
90
60

Stimulus
1
2
3

0.4444
0.1111
-0.5556

Part Worth Estimates

Sole
-1.1355
-1.1355
-1.1355
0.8111
0.8111
0.8111
0.3244
0.3244
0.3244

Part Worth Estimates

Upper
-0.6489
-0.1622
0.8111
-0.6489
-0.1622
0.8111
-0.6489
-0.1622
0.8111

1.1111
0.1111
-1.2222
Sum of Squared Deviations
Standardizing Value
Variance
Part Worth Estimates
Price
-1.6222
-0.1622
1.7844
-0.1622
1.7844
-1.6222
1.7844
-1.6222
-0.1622

Sole

Upper

Price

-1
-1
-1

-1
0
1

-1
0
1

4
5
6
7
8
9

1
1
1
0
0
0

-1
0
1
-1
0
1

0
1
-1
1
-1
0

positive is better
but we have taken only 9 imp. Combination

highrst value -lowest value

Reverse Deviation
-0.7778
0.5556
0.2222

Squared Deviation
0.6049
0.3086
0.0494

Estimated Part Worth

1.1355
0.8111
0.3244

-0.4444
-0.1111
0.5556

0.1975
0.0123
0.3086

0.6489
0.1622
0.8111

-1.1111
-0.1111
1.2222

1.2346
0.0123
1.4938
4.2222

1.6222
0.1622
1.7844

0.4691
Part Worth Estimates
Total
-3.4066
-1.4600
1.4600 2nd
0.0000
2.4333 1st
0.0000
1.4600 3rd
-1.4600
0.9733 4th

Actual Ranking
9
7
5

0.4691

1.4590

Estimated
Part Worth
-1.1355
0.8111
0.3244
-0.6489
-0.1622
0.8111

Range of Factor
Part WorthImportance
1.9467 28.5714

1.4600

21.4286

-1.6222
3.4066
-0.1622
1.7844
Summation of ranges
6.8133
of Part worth

50.0000

6
5
6
5
7
6

ue -lowest value

Importance
-1
1
0
-1
0
1
-1 customer is more sensetive to this
0
1

Card No
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18

Price Rs Speed Ghz

35000
35000
35000
35000
35000
35000
40000
40000
40000
40000
40000
40000
50000
50000
50000
50000
50000
50000

Disc Capacity GB
1
1
2
2
3
3
1
1
2
2
3
3
1
1
2
2
3
3

Overall Average Rank

Ranking Respondent
Price
35000
5
40000
4
50000
3
Speed
1
5
2
7
3
9.5
Disc Cap
200
5
400
6

Preference Value Actual

200
400
200
400
200
400
200
400
200
400
200
400
200
400
200
400
200
400

5
6
7
9.5
9.5
9
4
5.5
6.5
8
7.5
9.5
3
4.5
5
6.5
7
9

6.777777778

6
5.5
4.5

7
6.5
5

9.5
8
6.5

9.5
7.5
7

6
9.5
9

4
6.5
7.5

5.5
8
9.5

3
5
7

7
9.5

9.5
9

4
5.5

6.5
8

35000 7.666667
40000 6.833333
50000 5.833333

Deviation from
Average Rank
Overall Average Rank
7.666666667
0.888888889
6.833333333
0.055555556
5.833333333
-0.944444444

9
9.5
9
4.5
6.5
9
7.5
9.5

3
4.5

5
6.5

7
9

4.666666667
7.083333333
8.583333333

-2.111111111
0.305555556
1.805555556

6.055555556
7.5
Sum of Squared Deviations

-0.722222222
0.722222222

Variance

1.317322531

Range of
Factor
Squared Deviation
Estimated Part Worth
Part Worth
Importance
0.790123457
0.774464326
29.62963
0.00308642
0.04840402
0.891975309
0.822868346 0.774464326
4.456790123
0.093364198
3.260030864

1.839352774
0.266222112
1.573130662

0.521604938
0.521604938
10.53858025

0.629252265
0.629252265

Summation of ranges
of Part worth

70.37037
1.839352774
0
0

2.6138171