Conjoint Analysis In this assignment, you will conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards. To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data file is “CreditCardData.xls”. The following attributes and levels were identified and used in the study: Attribute Levels Brand Mastercard, Visa, Discover Fee $0 fee, $10 fee, $25 fee Interest (intro APR) 0% interest, 15% interest Cash back no cash back, 1% cash back Credit limit $1,000, $3,000, $10,000 A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail. What are the partworths for each attribute for each of the 3 customers? What are the relative importance of each attribute for each of the 3 customers? At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Conjoint Analysis In this assignment, you will conduct a conjoint analysis on credit cards. An online retailer considers offering a new credit card to its customers. You, as a marketing analyst, are given the task to conduct a study on preferences of its customers for credit cards. To address these issues, your team conducted a conjoint study using a sample of the online retailer's customer database. An online survey was developed, consisting of 18 profiles. The most important attributes and levels were identified based on a focus group discussion and expert options. The data file is “CreditCardData.xls”. The following attributes and levels were identified and used in the study: Attribute Levels Brand Mastercard, Visa, Discover Fee $0 fee, $10 fee, $25 fee Interest (intro APR) 0% interest, 15% interest Cash back no cash back, 1% cash back Credit limit $1,000, $3,000, $10,000 A random sample of 3 customers who were drawn from the customer database were contacted and took the survey by e-mail. What are the partworths for each attribute for each of the 3 customers? What are the relative importance of each attribute for each of the 3 customers? At the market level, what is the relative importance of each attribute? List the attributes from most important to least important.

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