Product Profile Profile Description

1 Wild Garden $2.50

2 Black Swan $2.50
3 Copper pot $2.50
4 Black Swan $3.50
5 Copper pot $3.00
6 Black Swan $3.00
7 Wild Garden $3.00
8 Copper pot $3.50
9 Wild Garden $3.50

Dummy Coding (Independent Variables)

Brand Price
Product profile Black Swan Copperpot $2.50 $3.00
1 0 0 1 0
2 1 0 1 0
3 0 1 1 0
4 1 0 0 0
5 0 1 0 1
6 1 0 0 1
7 0 0 0 1
8 0 1 0 0
9 0 0 0 0

Reference Profile Wild garden 3.5 Plastic Tub

Pathworth 0 0 0
 Dummy Coding
Brand Price Container
Black Swan Copperpot $2.50 $3.00 Tetra pak Glass jar
1 0 0 1 0 0
0 1 0 1 0 0

Dummy Codes
Brand Price Container
Black Swan Copperpot $2.50 $3.00 Tetra pak Glass jar
0 0 1 0 0 0
0 0 1 0 1 0
0 0 1 0 0 1
0 0 0 1 0 0
0 0 0 1 1 0
0 0 0 1 0 1
0 0 0 0 0 0
0 0 0 0 1 0
0 0 0 0 0 1
cription Attribute Levels
Tetra pak Brand Black swan/Copperpot/Wild Garden
Plastic tub Price $2.50/$3.00/$3.50
Glass jar Container Tetra pak/Plastic tub/Glass jar
Glass jar
Plastic tub Reference Attributes Level Partworth
Tetra pak Brand
Glass jar Price
Tetra pak Container
Plastic tub

pendent Variables) Participants' Rankings (Dependent Variable)

Container Participant #
Tetra pak Glass jar Product profile 1 2 3 4 5 6
1 0 1 6 7 7 5 5 5
0 0 2 9 9 9 9 9 9
0 1 3 5 4 5 3 4 3
0 1 4 2 2 1 2 2 2
0 0 5 8 8 8 8 8 8
1 0 6 4 5 6 6 6 6
0 1 7 7 6 4 7 7 7
1 0 8 1 3 2 1 1 1
0 0 9 3 1 3 4 3 4

Partworths (Regression coefficients)

1 2 3 4 5 6
Black Swan -0.33 0.67 0.67 0.33 0.67 0.33
Copperpot -0.67 0.33 0.33 -1.33 -0.67 -1.33
$2.50 4.67 4.67 5 3.33 4 3.33
$3.00 4.33 4.33 4 4.67 5 4.67
Tetra pak -3 -1 -1.67 -3 -2.67 -3
Glass jar -2 -2 -3.33 -3 -2.33 -3

Range of partworths Brand 0.333

Price 0.333
Container 1.000
Total 1.667
Attribute importance Brand (1) 0.200
Price (2)
Container (3)
 MAX Importance
Segment IDs

Simulations: Utilities
Product profile 1 2 3 4 5 6
Black Swan $3.00 Plastic tub 4.000 5.000 4.667 5.000 5.667 5.000
Copperpot $3.00 Plastic tub 3.667 4.667 4.333 3.333 4.333 3.333

Simulations: Utilities
Product profile 1 2 3 4 5 6
Wild Garden $2.50 Plastic tub 4.667 4.667 5.000 3.333 4.000 3.333
Wild Garden $2.50 Tetra pak 1.667 3.667 3.333 0.333 1.333 0.333
Wild Garden $2.50 Glass jar 2.667 2.667 1.667 0.333 1.667 0.333
Wild Garden $3.00 Plastic tub 4.333 4.333 4.000 4.667 5.000 4.667
Wild Garden $3.00 Tetra pak 1.333 3.333 2.333 1.667 2.333 1.667
Wild Garden $3.00 Glass jar 2.333 2.333 0.667 1.667 2.667 1.667
Wild Garden $3.50 Plastic tub 0.000 0.000 0.000 0.000 0.000 0.000
Wild Garden $3.50 Tetra pak -3.000 -1.000 -1.667 -3.000 -2.667 -3.000
Wild Garden $3.50 Glass jar -2.000 -2.000 -3.333 -3.000 -2.333 -3.000

Purchase Probabilites
Product profile 1 2 3 4 5 6
Wild Garden $2.50 Plastic tub 53% 29% 45% 14% 13% 14%
Wild Garden $2.50 Tetra pak 5% 13% 13% 1% 1% 1%
Wild Garden $2.50 Glass jar 13% 5% 3% 1% 1% 1%
Wild Garden $3.00 Plastic tub 45% 23% 23% 38% 29% 38%
Wild Garden $3.00 Tetra pak 4% 10% 5% 3% 3% 3%
Wild Garden $3.00 Glass jar 10% 4% 1% 3% 4% 3%
Wild Garden $3.50 Plastic tub 1% 0% 1% 1% 0% 1%
Wild Garden $3.50 Tetra pak 0% 0% 0% 0% 0% 0%
Wild Garden $3.50 Glass jar 0% 0% 0% 0% 0% 0%

Product profile Market Share

Wild Garden $2.50 Plastic tub 28.49%
Wild Garden $2.50 Tetra pak 5.89%
Wild Garden $2.50 Glass jar 3.30%
Wild Garden $3.00 Plastic tub 36.41%
Wild Garden $3.00 Tetra pak 6.40%
Wild Garden $3.00 Glass jar 4.63%
Wild Garden $3.50 Plastic tub 0.69%
Wild Garden $3.50 Tetra pak 0.08%
Wild Garden $3.50 Glass jar 0.05%
ngs (Dependent Variable) Set Regression Output Range to W14
rticipant # SUMMARY OUTPUT
7 8 9 10
6 7 6 7 Regression Statistics
7 8 8 9 Multiple R 0.9831920803
4 6 3 3 R Square 0.9666666667
1 1 1 1 Adjusted R 0.8666666667
9 9 9 8 Standard Er 1
5 5 5 6 Observatio 9
8 4 7 5
2 3 2 2 ANOVA
3 2 4 4 df SS MS F
Regression 6 58 9.666667 9.666667
Residual 2 2 1
Total 8 60

egression coefficients) Coefficients Standard Error t Stat P-value

7 8 9 10 Intercept 4.6666666667 0.88191710369 5.291503 0.033908
-1.33 0.33 -1 0.00 Black Swan -1.35974E-16 0.81649658093 -1.67E-16 1
-0.67 1.67 -1 -1 Copperpot -1 0.81649658093 -1.224745 0.345346
3.67 5 3.33 4 2.5 4 0.81649658093 4.898979 0.039231
5.33 4 4.67 4 3 4 0.81649658093 4.898979 0.039231
-2 -1.33 -2.67 -2 Tetra pak -2 0.81649658093 -2.44949 0.133975
-2 -2.67 -3.33 -4 Glass jar -4 0.81649658093 -4.898979 0.039231
 7 8 9 10
4.000 4.333 3.667 4.000
4.667 5.667 3.667 3.000

7 8 9 10
3.667 5.000 3.333 4.000
1.667 3.667 0.667 2.000
1.667 2.333 0.000 0.000
5.333 4.000 4.667 4.000
3.333 2.667 2.000 2.000
3.333 1.333 1.333 0.000
0.000 0.000 0.000 0.000
-2.000 -1.333 -2.667 -2.000
-2.000 -2.667 -3.333 -4.000

7 8 9 10
20% 29% 26% 42%
3% 10% 2% 9%
3% 3% 1% 1%
56% 13% 58% 42%
15% 4% 9% 9%
15% 1% 5% 1%
1% 0% 1% 1%
0% 0% 0% 0%
0% 0% 0% 0%
 SUMMARY OUTPUT

Regression Statistics
Multiple R 0.983192
R Square 0.966667
Adjusted R 0.866667
Standard Er 1
Observatio 9

ANOVA
df SS MS
Regression 6 58 9.666667
Significance F Residual 2 2 1
0.096704 Total 8 60

Coefficients
Standard Error t Stat
Intercept 4.666667 0.881917 5.291503
Lower 95%Upper 95% Lower 95.0% Upper 95.0% Black Swan -1.36E-16 0.816497 -1.67E-16
0.872084 8.46125 0.8720836331 8.4612497003 Copperpot -1 0.816497 -1.224745
-3.513101 3.513101 -3.5131012428 3.5131012428 2.5 4 0.816497 4.898979
-4.513101 2.513101 -4.5131012428 2.5131012428 3 4 0.816497 4.898979
0.486899 7.513101 0.4868987572 7.5131012428 Tetra pak -2 0.816497 -2.44949
0.486899 7.513101 0.4868987572 7.5131012428 Glass jar -4 0.816497 -4.898979
-5.513101 1.513101 -5.5131012428 1.5131012428
-7.513101 -0.486899 -7.5131012428 -0.486898757
 F Significance F
9.666667 0.096704

P-value Lower 95%Upper 95%Lower 95.0%Upper 95.0%

0.033908 0.872084 8.46125 0.872084 8.46125
1 -3.513101 3.513101 -3.513101 3.513101
0.345346 -4.513101 2.513101 -4.513101 2.513101
0.039231 0.486899 7.513101 0.486899 7.513101
0.039231 0.486899 7.513101 0.486899 7.513101
0.133975 -5.513101 1.513101 -5.513101 1.513101
0.039231 -7.513101 -0.486899 -7.513101 -0.486899
Why $
Same answer if we assume other profiles?
 $2.50 $3 Tetra pak
Product profile Black Swan Copperpot
1 0 0 1 0 1
2 1 0 1 0 0
3 0 1 1 0 0
4 1 0 0 0 0
5 0 1 0 1 0
6 1 0 0 1 1
7 0 0 0 1 0
8 0 1 0 0 1
9 0 0 0 0 0

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.9603240194
R Square 0.9222222222
Adjusted R Square 0.6888888889
Standard Error 1.5275252317
Observations 9

ANOVA
df SS MS F Significance F
Regression 6 55.33333333333 9.2222222222 3.9523809524 0.21565569273
Residual 2 4.666666666667 2.3333333333
Total 8 60

Coefficients Standard Error t Stat P-value Lower 95%

Intercept 4 1.347150628109 2.9692299558 0.0971742474 -1.7963213271
Black Swan -0.3333333333 1.247219128925 -0.2672612419 0.8143046618 -5.6996841227
Copperpot -0.6666666667 1.247219128925 -0.5345224838 0.6464466094 -6.0330174561
2.5 4.6666666667 1.247219128925 3.7416573868 0.0645856533 -0.6996841227
3 4.3333333333 1.247219128925 3.4743961449 0.0737883502 -1.0330174561
Tetra pak -2 1.247219128925 -1.6035674515 0.249999999 -7.3663507894
Glass jar -3 1.247219128925 -2.4053511772 0.1379563432 -8.3663507894
Regression tool box is available under Data analysis section in Data tab. If it is not available, you have to include the add-in
 Glass jar Rankings of
partipant
0 7
0 9
1 4
1 1
0 8
0 5
1 6
0 2
0 3

Upper 95% Lower 95.0% Upper 95.0%

9.7963213271 -1.7963213271 9.7963213271
5.0330174561 -5.6996841227 5.0330174561
4.6996841227 -6.0330174561 4.6996841227
10.033017456 -0.6996841227 10.033017456
9.6996841227 -1.0330174561 9.6996841227
3.3663507894 -7.3663507894 3.3663507894
2.3663507894 -8.3663507894 2.3663507894
you have to include the add-in as you did in the case of solver