Contemporary Analytics2 Exam

By
Arindam Banerjee
Section B
Roll - 71310058
1
uestion 1 (30 points)
Focus on any product or service.
(1a) Describe the product or service in terms of "benets" to the
customer.
Let us take an example of a laptop manufacturer. A mobile is primarily
used for talking but its other features such as social networking mobile
apps, chat, banking apps etc. are used by people extensively in their day
to day life. In the below questionnaire we will try to chalk out people
perception to those features and their importance.
(1b) You are asked to conduct a segmentation study for this
product or service. Construct a survey (questionnaire) with 10-12
questions, clearly specifying what the "basis" and "descriptor"
questions are. No open-ended questions are allowed; all
questions must be given in a form so that when data are
collected, tools like Cluster Analysis can be used.
Please do not use questions seen in your assignments or from
MeXL
escriptor questions!
i" #hat is your age$ %a" &' ( )' %b" )1 * +' %c" +1( ,' %d" ,1 * -' %e"
Above -'
ii" #hat is your gender$ %a" .ale %b" /emale
iii" #hat your income$ %a" Less than +'k %b" +' * -' k %c"-' * 0' k
%d" 0' * 1''k %e" above 1''k
iv" #hat is your marital status$ %a" 1ingle %b" .arried %c" 1eparated
%d" In a relationship
v" o you browse internet over mobile$ %a" 2es always %b" 2es
sometimes %c" 3ever
vi" 4ow frequently do you use your mobile as a camera$ %a" Always
%b"1ometimes %c" 3ever
5asis questions!
6n a scale of 1(1' please rate the below questions. %1 indicating least
important and 1' indicating most important"
i" #hat is the price you prefer to invest in buying a mobile$
&
ii" 4ow important is the after sales support for the product$
iii" 4ow important is the weight and dimension of the mobile$
iv" 4ow important is the internal storage con7guration of the
mobile$
uestion (2): 30 points
Design a Conjoint Study, with 3 attributes, with "Price" being one
of the attributes. List 2-3 levels for each attribute. Use MeXL to
create bundles for data collection. Act as a respondent in this
Conjoint Analysis, and estimate your partworth utilities. (Hint:
you have done this in your Kirin Beer assignment).
(2a) Provide graphs to illustrate your utilities for each attribute
8he three selected attributes are!
9rice
After 1ales 1upport
Internal 1torage
Conjoint Study
Design
Attributes and attribute levels of the
Conjoint study.
Attributes }
Levels Level 1 Level 2 Level 3
9rice 1' &' )'
After 1ales 1upport 4igh .edium Low
Internal 1torage & :5 ,:5 1':5
)
(2b) Explain}describe your results (i.e. the partworth utility
graphs in above question), drawing relevant insights for each
attribute.
/rom the graph, the order of important to the customer is
i" After sales support should be very good
ii" 9rice range should be around &'k
iii" 1torage capacity should be around , :5.
A mobile phone having these attributes would attract the customer most.
Also the customer is least willing to invest on product with least price and
poor customer support and &:5 i.e. minimum internal storage.
+
uestion (3): 25 points
The following questions deal with "ldeal Points" and "ldeal
Vectors" (or "preference vectors") in a perceptual map.
(3a) Dene "ldeal Point" in 1 sentence:
Ideal point gives ideal brand in perceptual map. It is collection of score on
adding the ideal brand.
(3b) What specic steps would you take in Perceptual Mapping
analysis to get an "ldeal Point"7
( Include all competitors and applicable products.
( ;ollect the perception data for each attribute for each competitor and
the ideal brand.
( 9ut it on .e<L and create data matrix using the average of perceptions
of all responses for each product.
( 8hereafter create perceptual map showing ideal point in the map .
(3c) Dene "ldeal Vector"(or Preference Vector)in 1 sentence:
Ideal vector gives ideal preference in the perceptual map.
Ideal vector is about adding preference to attributes and collecting scores
for all brands.
(3d) What specic steps would you take in Perceptual Mapping
analysis to get an "ldeal Vector" (or Preference Vector)7
( Include all competitors and applicable products.
( ;ollect the perception data for each attribute for each competitor and
the ideal brand.
( 9ut it on .e<L and create data matrix using the average of perceptions
of all responses for each product.
( 8hereafter create perceptual map showing ideal vector%preference
vector" in the map .
,
uestion (4): 15 points
Explain a step-by-step process as to how you would use Conjoint
Analysis to estimate the incremental price to be charged for a
product with a new feature, such that its market share remains
constant. ln other words, how much more can you charge for a
product with a new feature so that the market share before the
addition of the new feature, and after the addition of the new
feature stays constant7
5elow - steps are to be followed in doing this.
1tep1!
;reate analysis template with the existing product pro7le
1tep&!
=un the con>oint analysis to estimate the partworth utilities
1tep)!
=un the con>oint analysis for market share simulations for existing product
pro7les.
1tep+!
;reate analysis template with the existing product pro7le
1tep,!
=un the con>oint analysis to estimate the partworth utilities including the
new feature.
1tep-!
=un the con>oint analysis for market share simulations with new product
pro7les while optimising revenue.
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