Attributes Level No Description

Sole 3 Rubber
2 Polyurethane
1 Plastic
Upper 3 Leather
2 Canvas
1 Nylon
Price 3 $30
2 $60
1 $90
 Sole
Rubber PolyurethanePlastic
Leather
Upper Canvas
Nylon

Sole
Rubber PolyurethanePlastic
$30
Price $60
$90

Upper
Leather Canvas Nylon
$30
Price $60
$90
 Sole Upper Price
PREFERENCE X1 X2 X3 X4 X5 X6
9.00 1.00 .00 1.00 .00 1.00 .00
7.00 1.00 .00 .00 1.00 .00 1.00
5.00 1.00 .00 .00 .00 .00 .00
6.00 .00 1.00 1.00 .00 .00 1.00
5.00 .00 1.00 .00 1.00 .00 .00
6.00 .00 1.00 .00 .00 1.00 .00
5.00 .00 .00 1.00 .00 .00 .00
7.00 .00 .00 .00 1.00 1.00 .00
6.00 .00 .00 .00 .00 .00 1.00

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.9666572451
R Square 0.93442622951
Adjusted R Square 0.73770491803
Standard Error 0.66666666667

Observations 9

ANOVA
df SS MS F Significance F
Regression 6 12.6666666667 2.11111111111 4.75 0.18410351527
Residual 2 0.88888888889 0.44444444444

Total 8 13.5555555556

Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0%
Upper 95.0%
Intercept 4.22222222222 0.58794473579 7.18132498718 0.01884421896 1.69250019982 6.75194424462 1.6925002 6.7519442
X1 1 0.54433105395 1.83711730709 0.20759418431 -1.34206749517 3.34206749517 -1.342067 3.3420675
X2 -0.33333333333 0.54433105395 -0.6123724357 0.60264029288 -2.67540082851 2.00873416184 -2.675401 2.0087342
X3 1 0.54433105395 1.83711730709 0.20759418431 -1.34206749517 3.34206749517 -1.342067 3.3420675
X4 0.66666666667 0.54433105395 1.22474487139 0.34534632929 -1.67540082851 3.00873416184 -1.675401 3.0087342
X5 2.33333333333 0.54433105395 4.28660704987 0.05034717354 -0.00873416184 4.67540082851 -0.008734 4.6754008

X6 1.33333333333 0.54433105395 2.44948974278 0.13397459622 -1.00873416184 3.67540082851 -1.008734 3.6754008

 X1 X2
Level 1 1 0 a11 - a13 = b1 1 a11 0.778
Level 2 0 1 a12 - a13 = b2 -0.333 a12 -0.556
Level 3 0 0 a11 + a12 + a13 = 0 0 a13 -0.222

a21 - a23 = b3
a22 - a23 = b4
a21 + a22 + a23 = 0

a31 - a33 = b5
a32 - a33 = b6
a31 + a32 + a33 = 0

Upper 95.0%
a11 a12 a13 RHS Formula
1 0 -1 1 1 a11 0.7777
0 1 -1 -0.333 -0.333 a12 -0.555
1 1 1 0 2E-14 a13 -0.222
 Level
AttributNo Description Utility Importance
Sole 3 Rubber 0.778
2 Polyurethan -0.556
1 Plastic -0.222 0.286
Upper 3 Leather 0.445
2 Canvas 0.111
1 Nylon -0.556 0.214
Price 3 $30 1.111
2 $60 0.111
1 $90 -1.222 0.5

Sum of the ranges = (Attribute 1 High - Attribute 1 Low) + (Attribute 2 High - Attribute 2 Low) + (Attribute 3 High -

Relative Importance of Attribute = Range of Attribute / Sum of Ranges

2 Low) + (Attribute 3 High - Attribute 3 Low)