제품관리 과제

Ⅰ. Question 1. Brand Switching Matrix

1. Compute the brand switching matrix using the data provided. (3 points)

2. Among the above brands, which brand has the most loyal customers and which has the least loyal customers (1 point)

3. Divide the above brands into groups of competing brands and explain why. (1 point)

Ⅱ. Question 2. Price Elasticity Matrix
1. Using the data provided, run the regression for all three brands. Then write down the regression equation for each of the brands. (2 points)
2. Compute the elasticity matrix using the data provided. (2 points)
3. Which of the other brands affects brand A the most Which other brand does brand A affects the most (1 point)
Ⅲ. Question 3. Conjoint Analysis
1. For each respondent, use a paper-and-pencil calculation to compute the importance weights of the three attributes. (Show all necessary calculations.) Hint Refer to pages 27-30 of 8. Conjoint Analysis.pdf posted on eClass.
2. Provide the table for comput
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