This document provides instructions for a final exam consisting of 5 questions. It specifies that the exam is open book and open notes, should be completed individually, and submitted electronically. The exam is worth 100 total points and comprises 70% of the final grade. It allows 2 hours to complete the exam.
This document provides instructions for a final exam consisting of 5 questions. It specifies that the exam is open book and open notes, should be completed individually, and submitted electronically. The exam is worth 100 total points and comprises 70% of the final grade. It allows 2 hours to complete the exam.
This document provides instructions for a final exam consisting of 5 questions. It specifies that the exam is open book and open notes, should be completed individually, and submitted electronically. The exam is worth 100 total points and comprises 70% of the final grade. It allows 2 hours to complete the exam.
Final Exam ______________________________________________________ Instructions: Tis exam is an open !oo"# open notes exam$ %owever# you are expected to complete te exam on your own# witout elp from classmates or oters$ Please type your answers in tis document$ After completion# su!mit tis document to &'($ Tere are ) pa*es in te Exam +oo"let$ ,ou ave two ours for te exam$ Te total points for tis exam is -..# and tis exam is wort /.0 of your 1nal *rade$ All te !est2 1 Amandeep Singh (71310011; Section-A) 3uestion - 4/. points5 Focus on any product or service$ 4-a5 Descri!e te product or service in terms of 6!ene1ts7 to te customer$ Product: A Car Customers: 'illenia customers 4youn* *eneration !etween 8.9/: years of a*e5 Any product or service is valuable to customers if it meets their needs reduces some problems they face in their day-to-day lives or improves their e!periences" #or a car some bene$t it provides to customers are% 'eets Needs: &omfortable driving for long distance travel 'asic features li(e easy to steer high )uality stereo system e*cient brea(ing + e*cient fuel economy ;educes Pro!lems: ,ue to lac( of time young generation needs to ta(e most of calls on-the-go" &ar-s bluetooth connectivity relieves them of hassle of .earing hands free .ired ear phones" Anti s(id .heel solution relieves them of the ris( of accidents in hill roads Improves Experience: /n-car connectivity using 0Sync0 provides ability to connect their multiple devices" 1 Amandeep Singh (71310011; Section-A) &onnected car option gives them option to get connected .ith fello. vehicles for better communication" 2n-the-doc( refrigeration gives them lu!ury of cooling their stu3 on long travel" 4-!5 ,ou are as"ed to conduct a se*mentation study for tis product or service$ Construct a survey 4<uestionnaire5 wit -.9-8 <uestions# clearly specifyin* wat te 6!asis7 and 6descriptor7 <uestions are$ No open9ended <uestions are allowed= all <uestions must !e *iven in a form so tat wen data are collected# tools li"e Cluster Analysis can !e used$ Please do not use <uestions seen in your assi*nments or from 'e>& ($No (urvey 3uestion ;esponse Des c$ ?ar -$ 4hat is your age 8$ 4hat is your se! 5ale6#emale /$ ,o you .or( for a private &ompany7 8es69o @$ :lease specify your location 5etro6;rban6<u ral +as is ?ar s :$ =o. important is it for a car to have high )uality music system (1-least important >-most important) :ic( from 1 to > 1 1 3 ? > 3 Amandeep Singh (71310011; Section-A) A$ As per you ho. important it is for car to deliver e*cient fuel economy" :ic( from 1 to > 1 1 3 ? > B$ ,o you feel the need to have bluetooth connectivity in a car7 (1- least prefered >-most prefered) :ic( from 1 to > 1 1 3 ? > )$ ,o you prefer a multiple device connectivity7 (1- least prefered >-most prefered) :ic( from 1 to > 1 1 3 ? > C$ ,o you prefer automatic transimission7 (1-least prefered >-most prefered) :ic( from 1 to > 1 1 3 ? > -.$ ,o you prefer diesel engine7 (1-least prefered >-most prefered) :ic( from 1 to > 1 1 3 ? > 3uestion 485: /. points Desi*n a ConDoint (tudy# wit / attri!utes# wit 6Price7 !ein* one of te attri!utes$ &ist 89/ levels for eac attri!ute$ Ese 'e>& to create !undles for data collection$ Act as a respondent in tis ConDoint ? Amandeep Singh (71310011; Section-A) Analysis# and estimate your partwort utilities$ 4%int: you ave done tis in your Firin +eer assi*nment5$ 48a5 Provide *raps to illustrate your utilities for eac attri!ute ;espondents G Attri!utes and &evels 1> 5:@ 10 5:@ 1> 5:@ > Aacs 7 Aacs B Aacs Super )uality .ith .oofers 5edium )uality .ithout .oofers <egular music system <espondent 1 0"00 3B"00 C1"00 0"00 C"00 10"0 0 1>"00 1B"00 0"00 > Amandeep Singh (71310011; Section-A) C Amandeep Singh (71310011; Section-A) 7 Amandeep Singh (71310011; Section-A) D Amandeep Singh (71310011; Section-A) 48!5 ExplainGdescri!e your results 4i$e$ te partwort utility *raps in a!ove <uestion5# drawin* relevant insi*ts for eac attri!ute$ #rom above results follo.ing insights are derived% Fuel eHciency% ma!imum respondents (C1E) prefer a vehicle .ith high fuel e*ciency Price: 5a! respondents prefer a costlier vehicle 'usic (ystem: Fhere is close score among those prefering Super Guality .iht .oofers + those .ith medium )uality .ithout .oofers" Fhough later is marginaly higher" B Amandeep Singh (71310011; Section-A) 3uestion 4/5: 8: points Te followin* <uestions deal wit 6Ideal Points7 and 6Ideal ?ectors7 4or 6preference vectors75 in a perceptual map$ 4/a5 De1ne 6Ideal Point7 in - sentence: 2n a :erceptual map an /deal :oint reHects ideal combinations of the t.o dimensions as seen by a consumer" Fhe ideal point is the hypothetical location of the product that most appeals to a speci$c respondent and captures optimal level of the attribute" 4/!5 Iat speci1c steps would you ta"e in Perceptual 'appin* analysis to *et an 6Ideal Point7J Speci$c in perceptual mapping analysis to get ideal point% I &ombine attribute ratings of ideal brand .ith the other brands I &ompare ho. brands di3er from the ideal brand 10 Amandeep Singh (71310011; Section-A) 4/c5 De1ne 6Ideal ?ector74or Preference ?ector5in - sentence: /deal vector is target mar(et-s preferred combination of attributes" 2n perceptual map it is a vector .hose angle represents the importance of 1 dimensions as perceived by the mar(et" 4/d5 Iat speci1c steps would you ta"e in Perceptual 'appin* analysis to *et an 6Ideal ?ector7 4or Preference ?ector5J /deal vector is identi$ed as as :reference Jector" Steps in perceptual mapping analysis to get 0ideal vector0% /ntroduce preferences as an additional attribute for all brands AnalyKe preference as if it is another attribute /dentify attributes that most inHuence the preferences 11 Amandeep Singh (71310011; Section-A) 3uestion 4@5: -: points Explain a step9!y9step process as to ow you would use ConDoint Analysis to estimate te incremental price to !e car*ed for a product wit a new feature# suc tat its mar"et sare remains constant$ In oter words# ow muc more can you car*e for a product wit a new feature so tat te mar"et sare before te addition of te new feature# and after te addition of te new feature stays constantJ #or a company .ith 3products in the mar(et as prod-prod8 +prod/" &ompany .ants to estimate a ne. price for an additional feature to prod/ .hile maintaining e!isting mar(et share" ;sing a sample of relevant respondents6customers (1) conduct conLoint analysis + estimate Mmar(et shareN for each product given present prices" Aets us assume mar(et share prod/ is 10 E" (1) 9o. conduct second conLoint analysis "Ostimate ne. mar(et shares given prod/Ks ne. feature .ith 92 change to other 1 products Aets say ne. mar(et share for prod/ is 10E" (3) &onduct third conLoint analysis raising the price of prod/ (Peeping everything else constant)" At a particular higher price prod/-s mar(et share .ill fall bac( to 1>E" 11