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1. The HW includes 3 questions, which covers topics in conjoint analysis, customer segmentation, and search engine advertising. The total point of this

1. The HW includes 3 questions, which covers topics in conjoint analysis, customer segmentation, and search engine advertising. The total point of this exam is 50.

2. Please print the answers clearly and have the important SPSS output tables included.

a) On the SPSS analysis wise, only the last question in the packet requires some basic data analysis (e.g., frequency or descriptive analysis).

b) For SPSS output submission, only include supporting output tables would be sufficient.

c) On the file submission wise, answers and SPSS tables can be submitted as two separate documents or in a combined document format. Please note that missing SPSS tables in the submission may lead to point reduction during the grading process.

3. The dataset for answering the 3nd question is “takehome_hw2.sav”

4. Please pay attention to the submission deadline of this task, as it is highlighted on Canvas. Please note that late submission of this task will not be accepted or graded.

I. Conjoint Analysis (8 points)

(*Note: if the question involves any calculation, please be sure to include the detailed calculation steps. You may refer to the product analytics/conjoint analysis in-class worksheet, while calculating the number and identify the best configuration).

Scenario: Waze managers want to examine consumers’ preferences on certain product features (“Route Alternatives”, “Map Layout”, and “Store Nearby”) of its mobile application to decide whether they shall make any changes to its existing app configurations. The current map features are configured as 1-3 route alternatives, 3D map layout, with gas stations marked along each driver’s route.

To get the information, product managers conducted a choice-based conjoint analysis (using the binary logistic regression model approach). The following table shows three product features, with detailed options within each. The coding information (numbers within the parentheses) is also summarized in the table:

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