Greenbell Software Inc. conducted a study on its smartphone products in the market to determine which phone has the best features in terms of three prominent attributes: operating system of the phone (A or B), RAM (512MB or 1GB), and the rear camera specifications (3MP, 5MP, or 7MP). A sample of eight customers participated in the study and provided the following part-worths for each of the above attributes.
$$\begin{array} { | c | c c | c c | c c c | }
&{ \text { Operating System } } && { \text { RAM } } &&& { \text { Camera } } \
\hline \text { Consumer } & \text { A } & \text { B } & 512 \mathrm { MB } & 1 \mathrm {~GB} & 3 \mathrm { MP } & 5 \mathrm { MP } & 7 \mathrm { MP } \
\hline 1 & 25 & 29 & 20 & 45 & 18 & 18 & 15 \
2 & 35 & 32 & 30 & 35 & 27 & 19 & 13 \
3 & 45 & 35 & 30 & 30 & 15 & 25 & 30 \
4 & 55 & 65 & 25 & 45 & 25 & 20 & 35 \
5 & 40 & 40 & 35 & 40 & 20 & 25 & 30 \
6 & 30 & 47 & 40 & 35 & 15 & 20 & 15 \
7 & 35 & 45 & 30 & 30 & 20 & 20 & 20 \
8 & 25 & 25 & 25 & 30 & 25 & 30 & 30 \
\hline
\end{array}$$ Assume the overall utility (sum of part-worths) of the current favorite Greenbell smartphone for customers 1 to 5 is 105 and customers 6 to 8 is 90. What new product design will maximize the share of choice for the eight consumers in the sample?

Question

Greenbell Software Inc. conducted a study on its smartphone products in the market to determine which phone has the best features in terms of three prominent attributes: operating system of the phone (A or B), RAM (512MB or 1GB), and the rear camera specifications (3MP, 5MP, or 7MP). A sample of eight customers participated in the study and provided the following part-worths for each of the above attributes.
​ $$\begin{array} { | c | c c | c c | c c c | } 
&{ \text { Operating System } } &&  { \text { RAM } } &&&  { \text { Camera } } \
\hline \text { Consumer } & \text { A } & \text { B } & 512 \mathrm { MB } & 1 \mathrm {~GB} & 3 \mathrm { MP } & 5 \mathrm { MP } & 7 \mathrm { MP } \
\hline 1 & 25 & 29 & 20 & 45 & 18 & 18 & 15 \
2 & 35 & 32 & 30 & 35 & 27 & 19 & 13 \
3 & 45 & 35 & 30 & 30 & 15 & 25 & 30 \
4 & 55 & 65 & 25 & 45 & 25 & 20 & 35 \
5 & 40 & 40 & 35 & 40 & 20 & 25 & 30 \
6 & 30 & 47 & 40 & 35 & 15 & 20 & 15 \
7 & 35 & 45 & 30 & 30 & 20 & 20 & 20 \
8 & 25 & 25 & 25 & 30 & 25 & 30 & 30 \
\hline
\end{array}$$ Assume the overall utility (sum of part-worths) of the current favorite Greenbell smartphone for customers 1 to 5 is 105 and customers 6 to 8 is 90. What new product design will maximize the share of choice for the eight consumers in the sample?

Quizplus · Accepted Answer

The Answer of Greenbell Software Inc. conducted a study on its smartphone products in the market to determine which phone has the best features in terms of three prominent attributes: operating system of the phone (A or B), RAM (512MB or 1GB), and the rear camera specifications (3MP, 5MP, or 7MP). A sample of eight customers participated in the study and provided the following part-worths for each of the above attributes.
​ $$\begin{array} { | c | c c | c c | c c c | } 
&{ \text { Operating System } } &&  { \text { RAM } } &&&  { \text { Camera } } \
\hline \text { Consumer } & \text { A } & \text { B } & 512 \mathrm { MB } & 1 \mathrm {~GB} & 3 \mathrm { MP } & 5 \mathrm { MP } & 7 \mathrm { MP } \
\hline 1 & 25 & 29 & 20 & 45 & 18 & 18 & 15 \
2 & 35 & 32 & 30 & 35 & 27 & 19 & 13 \
3 & 45 & 35 & 30 & 30 & 15 & 25 & 30 \
4 & 55 & 65 & 25 & 45 & 25 & 20 & 35 \
5 & 40 & 40 & 35 & 40 & 20 & 25 & 30 \
6 & 30 & 47 & 40 & 35 & 15 & 20 & 15 \
7 & 35 & 45 & 30 & 30 & 20 & 20 & 20 \
8 & 25 & 25 & 25 & 30 & 25 & 30 & 30 \
\hline
\end{array}$$ Assume the overall utility (sum of part-worths) of the current favorite Greenbell smartphone for customers 1 to 5 is 105 and customers 6 to 8 is 90. What new product design will maximize the share of choice for the eight consumers in the sample?

Greenbell Software Inc Assume the Overall Utility (Sum of Part-Worths) of the Current