Burnside Marketing Research conducted a new dry cereal. Three attributes were found to al had the best taste: ratio of wheat to corn in

Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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For the next six questions, consider the following: Burnside Marketing Research conducted a
study for Barker Foods on some designs for a new dry cereal. Three attributes were found to
be most influential in determining which cereal had the best taste: ratio of wheat to corn in
the cereal flake, type of sweetener (sugar, honey, or artificial), and the presence or absence of
flavor bits. Nine children participated in taste tests and provided the following part-worths
for the attributes:
Child
1
234567
2
5
8
9
Wheat/ Corn
Low
High
18
17
O True
15
25
O False
15
16
15
19
18
10
35
16
30
10
17
12
12
25
Sugar
13
20
10
10
15
19
19
14
20
Sweetener
Honey Artificial
17
15
27
15
26
20
21
22
34
10
25
20
20
30
15
9
20
15
Flavor Bits
Present Absent
11
21
17
26
18
16
19
24
15
18
11
10
10
29
25
Assume that the overall utility (sum of part-worths) of the current favorite cereal is 65 for
each child. Your job is to design a product that will maximize the share of choices for the
nine children in the sample.
27
8
16
1. Suppose that the optimal solution indicates a cereal ith high
wheat/corn ratio, sugar and no flavor bits. Then, Child #9 will prefer this
optimal cereal.
Transcribed Image Text:For the next six questions, consider the following: Burnside Marketing Research conducted a study for Barker Foods on some designs for a new dry cereal. Three attributes were found to be most influential in determining which cereal had the best taste: ratio of wheat to corn in the cereal flake, type of sweetener (sugar, honey, or artificial), and the presence or absence of flavor bits. Nine children participated in taste tests and provided the following part-worths for the attributes: Child 1 234567 2 5 8 9 Wheat/ Corn Low High 18 17 O True 15 25 O False 15 16 15 19 18 10 35 16 30 10 17 12 12 25 Sugar 13 20 10 10 15 19 19 14 20 Sweetener Honey Artificial 17 15 27 15 26 20 21 22 34 10 25 20 20 30 15 9 20 15 Flavor Bits Present Absent 11 21 17 26 18 16 19 24 15 18 11 10 10 29 25 Assume that the overall utility (sum of part-worths) of the current favorite cereal is 65 for each child. Your job is to design a product that will maximize the share of choices for the nine children in the sample. 27 8 16 1. Suppose that the optimal solution indicates a cereal ith high wheat/corn ratio, sugar and no flavor bits. Then, Child #9 will prefer this optimal cereal.
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