Beruflich Dokumente
Kultur Dokumente
BUSINESS AMENITIES
Web Access Speaker Phone Fax
EXTRAS Shoe Shine Videotape Library Fruit and Cheese Basket Newspaper
LEISURE FACILITIES Exercise Room Swimming Pool Small Exercise Room+Small Pool
Assignment 3
Run Conjoint Analysis Tutorial, for your learning (not for Assignment grade).
Read Forte Hotel Design Case; do not answer questions listed at end of the case. Instead, answer the following: Question 1: Estimate and Chart your part worths for each attribute. Question 2: Chart the average part worths (include yours and others already estimated in the software). Question 3: Predict Market Share for every existing hotel. Question 4: Estimate percentage change in market shares for every existing hotel, if each of the proposed new hotels entered the market.
Bundles
Attribute levels for a full-profile, fractional design Conjoint study Attributes / Bundles Bundle 1 Bundle 2 Bundle 3 Room Bus Amenities Leisure Extras Rest Delivery Small Suite Internet access Exercise room Shoe shine Yes Large Room Speaker phone Exercise room + Pool Shoe shine No Room Office Room fax Pool Shoe shine Yes Bundle 4 Large Room Speaker phone Pool Shoe shine No Bundle 5 Small Suite Speaker phone Pool Tape library Yes Bundle 6 Large Room Internet access Pool Tape library No
Respondents' Ratings
Respondents' ratings for each bundle (use consistent scale, e.g., between 0 and 100) Respondents / Ratings Bundle 1 Bundle 2 Bundle 3 Bundle 4 Respondent 1 Bundle 5 Bundle 6
Question 1: Estimate and Chart your part worths for each attribute
Click on Programs Choose Marketing Engineering Go to Cases and Exercises Go to Forte Hotel Design (Conjoint) Go to Fort Hotel Data (Conjoint 1, Ratings)
Click OK
Question 2: Chart the average part worths (include yours and others already estimated in the software).
Add your estimated part worths to those already estimated. Use Excel to calculate the average part worths, and chart the part worths.
See the change in market shares among existing hotels, if a new hotel entered the market (see below example for change in market shares when Professional 1 enters the market).