HDTV Conjoint Analysis Project Checklist ✅

Part 1: Set Up the Shared Google Sheet

• Create a "Ratings" Tab: Duplicate the sheet three times (once for each of all four team members) to enter preference scores (60-100) for the 24 TV profiles. Add one column in each sheet for their preference scores.
• Create an "Analysis" Tab for Each Person (e.g., "Person 1 Analysis").
  • Upload the design matrix (hdtv.xls).
  • Include a column for personal preference scores, auto-pulled from the "Ratings" tab.
• Create a "Partworths Summary" Tab: A final summary table where each person can paste their final partworths (regression coefficients) for easy comparison.

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Part 2: Complete Your Individual Analysis (HW2a)

• Rate the 24 Profiles: Go through cards_all.ppt and rate each profile from 60 to 100. Enter scores into your column on the "Ratings" tab.
• Run Your Regression: Use your 24 preference scores (dependent variable) and the design matrix (independent variables) to run the regression in Excel, Google Sheets, or SPSS.
• Record Your Partworths: Copy the output coefficients (your personal partworths) into your personal "Analysis" tab and the main "Partworths Summary" tab.
• Calculate Relative Importance: On your personal analysis tab, use your partworths to calculate the relative importance of each attribute (Screen Size, Technology, Brand, Price).

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Part 3: Prepare for the Product Design Discussion (HW2b)

• Download the Simulator: Have the HDTV Market Share Predictor.xlsx file ready.
• Propose a "Good Specification": Based on your personal partworths, design an ideal TV to propose to your group.
• Run a Preliminary Simulation:
  • In the market share predictor, augment the rows by adding your personal partworths.
  • Enter the specifications for the TV you designed ("My Design").
  • Experiment with the price to find your "optimal price" that maximizes profit and/or market share.
• Be ready to share your proposed design, reasoning, and preliminary simulation results with your group.