Tool summery Conjoint analysis

This task need to understand certain slides, and then write from excel work i have done in class to explain in detail with know the calculation for little bit and write recommendation as a marketer to a client.

This the slides to read to know this conjoint analysis. Focus on the pages which start for the steps and then the certain slides describe main point idea these pages have though : 8, 9, 13, 15, 18, 20, 21, 27, 31, 32, 33, 36, 37, 38 43, 47, 49, 50, 59.

This is the most important as you need to write:
1 – Value Struc. 2 – Best TPU. 3 – Market Share. 4 – Simulation. 5 – Intercept.

Then solutions:
1- Fix Problem. 2 – Five recommendation. 3- Assumptions. 4 – Method.

All these above need to write straight from the excel work sheet done in class, you can understand it how it is done from the slides.

The instructions, slides, excel work sheet to write from by attach.

INSTRUCTIONS – TOOL SUMMARY 2

In writing this tool summary, please adopt the perspective of a management consultant tasked with the following two responsibilities:
1.     Assuring your (imaginary) client that conjoint analysis is a valid and relevant technique for the problem that the client has hired you to solve – this involves explaining the tool thoroughly to your client in relation to the problem that the client has hired you to solve (assumptions, detailed procedure, applicability of the tool to the client’s problem situation, strengths and weaknesses).
2.    Actually solving the client’s problem – this involves explaining example that your group worked on in-class in great detail.  Walk your client through the various outputs of conjoint analysis (from the client’s perspective).  Make sure that you show all the outputs and explain them by explicitly cross-referencing the diagrams with your text.

From your client’s perspective, please ensure the following at a bare minimum:

1.    State and explain the fundamental assumptions of conjoint analysis.  You don’t have to write a lot – a sentence or two per assumption is enough
2.    Explain, in detail, the procedure for conducting a conjoint analysis study.  You have to be very detailed here – explain each step carefully and in detail.  I do not need to see all the steps in Excel, but I do want to see an explanation of the 3 statistical outputs from running the regression.
3.    Using the example that you have created in class, explain all the managerial outputs of conjoint analysis – please show all calculations!
•    Show me examples of trade-offs, sweet spots and non-linearities (if they do exist).
•    Calculate and demonstrate overall feature importance
•    Show me the product with the best TPU and the worst TPU
•    Create 4 competing products, calculate their TPUs and then their respective market shares
•    Pick one of the above products as your client and show me a market simulation from your chosen product’s perspective.
•    Explain the intercept in your example.

Every output explained needs to be cross-referenced both in your graph/calculations, as well as in your text.  You are allowed 5 pages of type-written text; all the maps are part of an Appendix for which there are no page limits (i.e., the Appendix does not count towards your page limit).

Coef.    Rescale            Rescale    Rank
x9-$500    2.44444    1        X15-6lbs    0.290322581    1
x12-6 Ports    2.27778    0.951612903        x2-4lbs    0.5    1
Intercept    1.61111    0.758064516        x1-2lbs    0.596774194    1    0.306451613    0.121019108
x1-2lbs    1.05556    0.596774194        x3-13Inch    0    2        0
x11-3 Ports    1.    0.580645161        x4-15inch    0.129032258    2        0
x10-$1250    0.83333    0.532258065        X16-17inch    0.290322581    2    0.290322581    0.114649682
x2-4lbs    0.72222    0.5        X17-6 hrs    0.290322581    3        0
x5-2hrs    0.55556    0.451612903        x6-4hrs    0.35483871    3        0
x13- no 3d    0.5    0.435483871        x5-2hrs    0.451612903    3    0.161290323    0.063694268
x6-4hrs    0.22222    0.35483871        x8-256 Gigs    0.048387097    4        0
X15-6lbs    0    0.290322581        x7-128 Gigs    0.080645161    4        0
X16-17inch    0    0.290322581        X18-512 Gigs    0.290322581    4    0.241935484    0.095541401
X17-6 hrs    0    0.290322581        X19-$2000    0.290322581    5        0
X18-512 Gigs    0    0.290322581        x10-$1250    0.532258065    5        0
X19-$2000    0    0.290322581        x9-$500    1    5    0.709677419    0.280254777
X20-0 ports    0    0.290322581        X20-0 ports    0.290322581    6        0
X21=3d without glasses    0    0.290322581        x11-3 Ports    0.580645161    6        0
x14=3d with glasses    -0.05556    0.274193548        x12-6 Ports    0.951612903    6    0.661290323    0.261146497
x4-15inch    -0.55556    0.129032258        x14=3d with glasses    0.274193548    7        0
x7-128 Gigs    -0.72222    0.080645161        X21=3d without glasses    0.290322581    7        0
x8-256 Gigs    -0.83333    0.048387097        x13- no 3d    0.435483871    7    0.161290323    0.063694268
x3-13Inch    -1.    0        Intercept    0.758064516    8        2.532258065
Rescale    Rank
X19-$2000    0.290322581    1
Range    3.44444            x10-$1250    0.532258065    1
x9-$500    1    1
X20-0 ports    0.290322581    2
x11-3 Ports    0.580645161    2
x12-6 Ports    0.951612903    2
X15-6lbs    0.290322581    3
x2-4lbs    0.5    3
x1-2lbs    0.596774194    3
x3-13Inch    0    4
x4-15inch    0.129032258    4
X16-17inch    0.290322581    4
x8-256 Gigs    0.048387097    5
x7-128 Gigs    0.080645161    5
X18-512 Gigs    0.290322581    5
X17-6 hrs    0.290322581    6
x6-4hrs    0.35483871    6
x5-2hrs    0.451612903    6
x14=3d with glasses    0.274193548    7
X21=3d without glasses    0.290322581    7
x13- no 3d    0.435483871    7
Intercept    0.758064516    8