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Factorial Design Matrix: Case of a Cola beverage product

The purpose of your research is to examine the relative importance of the attributes used in choosing a Cola.

Cola:

Brand: Coca Cola or Sam's Cola

Price if can: $0.25 pr $0.50

Price if 12-pack $2.00 or $4.00

Temperature: cold or room

This full factorial can be reduced to four full factorials or to four fractional factorials

Thirsty and Purchasing One CAN

Thirsty and Purchasing a 12 pack of CANs

Not Thirsty and Purchasing One CAN

Not Thirsty and Purchasing a 12 pack of CANs

Create a matrix in which you compared every alternative to all of the other alternatives, once.

In terms of the reduced full factorial you need to create two questionnaires by listing all of the possible attribute combinations (one when the product is being sold for $.25/50 per can and one when the product is being sold for $2.00/$4.00 per 12 pack.

Show the trade-offs among the following techniques for measuring preferences

1) full-factorial paired-comparison,
2) fractional-factorial paired comparison, and
3) questionnaires asking for degree of liking of listed items

Solution Preview

Please refer to the attached file for the response.

FACTORIAL DESIGN MATRIX: THE CASE OF A BEVERAGE PRODUCT

This study intends to investigate the relative importance of various attributes of the beverage (Cola) on the preference of the consumers.

Specifically, the following questions will be answered:

1. Is there a significant effect of the following attributes of the Cola beverage on the preference or choice of an individual?
1.1 size
1.1.1 one can
1.1.2 12-can pack

1.2 Price
1.2.1 one can
1.2.1.1 $0.25
1.2.1.2 $0.50
1.2.2 12-can pack
1.2.2.1 $2
1.2.2.2 $4

1.3 Temperature
1.3.1 cold
1.3.2 room
2. Is there a significant difference in the ...

Solution Summary

The following problem discusses marketing Cola products. The purpose of the research to examine the relative importance of the attributes used in choosing COLa is determined.

$2.19