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W2 Survey - Smart Watch

This survey asks participants to review and rank 16 smart watch options that vary across 5 attributes: brand, battery life, case size, availability of heart-rate monitoring, and price. Participants are instructed to first sort the 16 options into piles of most, intermediately, and least preferred watches and then rank the watches from most to least preferred (16 to 1) within each pile. Participants are asked to enter their rankings into a provided Excel file.

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321 views2 pages

W2 Survey - Smart Watch

This survey asks participants to review and rank 16 smart watch options that vary across 5 attributes: brand, battery life, case size, availability of heart-rate monitoring, and price. Participants are instructed to first sort the 16 options into piles of most, intermediately, and least preferred watches and then rank the watches from most to least preferred (16 to 1) within each pile. Participants are asked to enter their rankings into a provided Excel file.

Uploaded by

DG
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Survey – Smart Watch

Introduction:

Imagine that you are in the market for a smart watch. This survey asks you to review and
rank different purchase options. Your answers are very important to us, and we are grateful
for your time.

This survey is intended for class-room discussion and use only.

Description of smart watches considered in this survey


Every smart watch in this survey can be described by five dimensions or “attributes” (i.e.,
brand, battery life, case size, availability of a heart-rate measure and price). The associated
attribute levels are summarized in the following table

Battery life Case size Heart-rate Price


attributes Brand (days) (mm) measure (HKD)
Apple 0.5 40 Yes 1,998
attribute Samsung 1 44 No 2,498
levels 2 2,998
4 3,498

What to do?
On the next page, you will see a table with 16 smart watches. Imagine that you consider
these smart watch options for purchase. Please, follow the next three guidelines.

1. After you have reviewed all 16 smart watches thoroughly, first take a rough pass at
rating the various choice options by dividing them into three piles: "most preferred",
"intermediate preferred", and "least preferred”. Try to put 5 to 6 smart watches in
each category.
2. Starting in the “most preferred” category, order the smart watches according to your
preference. Your highest preferred smart watch has rank 16, your second highest 15,
etc. After finishing the “most preferred” category, continue with the “intermediate
preferred”, followed by the “least preferred” until all smart watches are ranked from
16 to 1.
3. Please type your ranking answers in the Excel file ‘conjoint assignment.xlsx’ in the
column “rank” (sheet ‘input’). Save the Excel file with your answers and bring it to
class.
Survey

Battery life Case size Heart-rate Price ‘X’ if in ‘X’ if in ‘X’ if in top Ranking
Brand (Days) (mm) measure (HKD) bottom third middle third third (1-16)
1 Apple 1 44 yes 3,498
2 Apple 4 40 no 3,498
3 Apple 2 40 no 2,998
4 Samsung 1 40 yes 1,998
5 Samsung 4 44 no 1,998
6 Apple 4 44 yes 2,498
7 Samsung 2 44 no 2,498
8 Apple 1 40 no 2,498
9 Samsung 0.5 44 no 3,498
10 Apple 0.5 40 no 1,998
11 Apple 2 44 yes 1,998
12 Samsung 1 44 no 2,998
13 Samsung 2 40 yes 3,498
14 Apple 0.5 44 yes 2,998
15 Samsung 4 40 yes 2,998
16 Samsung 0.5 40 yes 2,498

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