Conjoint Study Design

Attributes and attribute levels of the Conjoint study.

Attributes / Levels Level 1 Level 2 Level 3

Efficiency Exceeds 9% Exceeds 5% Meets specifications

Delivery time 6 months 9 months 12 months

Price 600000 700000 800000

Installed, with 2-year Installed, with 1-year Installed, with service

Delivery terms
warranty warranty contract

Respondents' Preference Partworths

Respondents' preference partworths. The most preferred profiles sum up to 100, the least preferred to 0.
Respondents /
Exceeds 9% Exceeds 5% Meets specifications
Attributes and Levels
Chev 20 5 0
TXU 50 40 10
AEP 10 10 10
GenMills 28 20 13
KrispyKreme 15 10 3
Dean 29 19 10
Duke 6 2 2
Molson 50 30 40
EnergyEast 13 4 3
Pepsi 20 10 5
BrownForman 40 35 5
Xerium 40 30 10
PG&E 20 10 5
Mohawk 21 13 6
GAPac 20 7 6
Fab 34 11 10
AveryDenn 27 17 14
SealedAir 35 10 4
Champion 35 28 19
ConGraph 35 29 17
Citgo 15 5 5
HollyCorp 14 10 0
Coffeyville 15 15 6
Monsanto 48 34 6
Scotts 14 8 3
Lubrizol 45 30 17
Carlisle 22 16 9
Nucor 38 25 10
Bridgestone 19 5 3
UTC 17 7 4
Timken 52 28 4

Existing Product Profiles

Labels and attribute levels for each existing product profile that already exists in the market.
Attributes / Existing
Wastewatch Thermatrix Advanced Air
Product Profiles

Efficiency Exceeds 5% Exceeds 9% Meets specifications

Delivery time 9 months 12 months 9 months

Price 600000 900000 600000

FOB, with service FOB, with service Installed, with service

Delivery terms
contract contract contract

New Product Profiles

Labels and attribute levels for each new product profile that you consider introducing into this market.
Attributes / New
Servair DX Premier DX Base model
Product Profiles

Efficiency Meets specifications Exceeds 9% Exceeds 5%

Delivery time 15 months 12 months 12 months

Price 900000 900000 700000

Installed, with 2-year Installed, with service Installed, with service

Delivery terms
warranty contract contract
 Level 4

Short by 5%

15 months

900000

FOB, with service

contract

least preferred to 0.

Short by 5% 6 months 9 months 12 months

0 20 10 5
0 10 8 3
0 10 6 4
0 40 28 18
0 45 40 5
0 39 17 4
0 20 10 5
0 20 10 5
0 24 10 4
0 50 45 10
0 40 30 20
0 45 25 20
0 12 10 10
0 45 26 2
0 11 9 7
0 44 36 7
0 37 14 5
0 31 15 8
0 25 15 15
0 45 21 10
0 20 20 15
0 55 40 16
0 44 13 12
0 22 21 6
0 42 17 17
0 22 20 7
0 45 19 18
0 29 22 8
0 19 5 2
0 20 11 6
 0 35 19 11

g into this market.

15 months 600000 700000 800000
0 20 15 10
0 10 5 2
0 35 30 25
0 11 6 8
0 10 7 3
0 29 12 6
0 50 35 20
0 20 20 10
0 24 14 13
0 10 8 4
0 10 8 5
0 15 10 5
0 43 38 10
0 14 9 3
0 31 25 10
0 9 6 3
0 2 1 0
0 18 5 0
0 15 5 2
0 8 1 0
0 5 5 0
0 12 4 3
0 10 0 4
0 15 12 4
0 9 7 4
0 12 10 0
0 12 19 9
0 27 9 6
0 42 28 14
0 41 29 9
0 7 7 6
 Installed, with 2-year Installed, with 1-year Installed, with service
900000
warranty warranty contract
0 40 20 0
0 30 20 10
0 25 4 0
0 21 14 7
0 30 25 2
0 3 3 2
0 20 10 5
0 5 3 2
3 39 30 6
0 10 10 2
0 10 8 6
0 5 3 2
0 25 25 10
0 20 17 6
0 38 26 9
0 14 13 11
0 31 11 6
0 16 10 6
0 25 22 11
0 10 7 4
0 45 40 0
0 15 12 4
0 28 23 16
0 15 7 7
0 27 12 10
2 13 4 4
0 20 16 7
0 14 10 4
0 10 10 4
0 22 11 5
0 7 5 5
FOB, with service Respondent
contract Weights
0 3
0 1
0 2
0 2
0 1.5
0 1
0 3.1
0 1
0 2
0 1.5
0 2
0 2
0 2
0 1
0 4
0 1
0 1.5
0 1
0 1
0 1.5
0 3
0 1
0 1
0 1.5
0 1
0 1
0 2
0 1
0 2
0 1
0 1