A.

Dummy Variables Assigned Table –

X1 X2 X3 X4 X5 X6
1 0 0 0 0 0
1 0 0 0 1 1
1 0 1 1 1 1
1 0 1 1 0 0
0 1 1 0 0 1
0 1 0 1 1 0
0 0 1 0 1 0
0 0 0 0 0 1

Where X1, X2 = dummy variables representing Genre of movie

X3 = dummy variables representing ratings preferred

X4 = dummy variable representing Time of launch of live

discussion

X5 = dummy variable representing duration of live session

X6 = dummy variable representing mode of review

Where X1 = 1, if the choice is for Thriller

= 0, Otherwise

X2 = 1, if the choice is for Comedy

= 0, Otherwise

X3 = 1, if the ratings preferred in IMDb

= 0, Otherwise
 X4 = 1, if the live discussion is on 0 day

= 0, Otherwise

X5 = 1, if the duration of session is 20 min

= 0, Otherwise

X6 = 1, if mode of review is text

= 0, Otherwise

B. Part worth functions-

 For Genre-

F11-F13 = 0.598
F12-F13 = 0.447
F11+F12+F13 = 0
Solving the equations,
F11= 0.2496
F12= 0.0986
F13= -0.3483

 For ratings preferred-

R21-R22= -0.040
R21+R22= 0
Solving the equations,
R21= -0.02
R22= 0.02

 For time of launch of live discussion

S31-S32= 0.170
S31+S32= 0
Solving the equations,
S31= 0.085
S32= -0.085

 For duration of live session

B41-B42 = -0.035
B41+B42= 0
Solving the equations,
B41= -0.0175
B42= 0.0175

 For mode of review

P51-P52= 0.242
P51+P52= 0
Solving the equations,
P51= 0.121
P52= -0.121

C. Total and Relative Importance-

Sum of ranges of Part-worth = Max ij - Min ij

Sum of ranges of Part-worth = (0.2496+0.3483) + (0.02+0.02) + (0.085+0.085) +
(0.0175+0.0175) + (0.121+0.121)
Sum of ranges of Part-worth = 1.0849
Relative importance of Genre= 0.551111
Relative importance of ratings preferred = 0.03687
Relative importance of time of live session = 0.156696
Relative importance of duration of live session = 0.032261
Relative importance of mode of review = 0.223062
 Attribute Level Level Description Utility Importance
1 Thriller 0.2496
0.551111
Genre 2 Comedy 0.0986
-
3 Romance 0.3483
1 IMDb -0.02 0.03687
Ratings
preferred
2 Rotten tomatoes 0.02
Time of 1 0 days 0.085
launch of
live session
0.156696
2 7 days -0.085
-
Duration of 1 20 min 0.0175
live session 0.033261
2 60 min 0.0175
Mode of 1 Text 0.121
0.223062
review 2 Ratings -0.121

D. Preferred Combination-

The preferred combination of attributes with the Movie review app will be-
Thriller, Rotten tomatoes, 0 days, 60 minutes, text

People prefer Thriller genre the most. The ratings preferred by them are rotten tomatoes.
Also, Most people would like to attend a live session on the same day of the launch of the
movie for a duration of 60 minutes. Mode of review preferred is text.
E. Recommendations-

As we can infer from the above table of relative importance that people prefer the genre of
movie more than any other attribute.
So,
• App designer should focus more on movies belonging to “thriller” category .
• Since the second most liked attribute is “mode of review”, the app review section should
be made more engaging because it can drive more traffic to the app.
.