Burnside Marketing Research conducted a study for Barker Foodson several formulations for a new dry cereal. Three attributes werefound to be most influential in determining which cereal had thebest taste: ratio of wheat to corn in the cereal flake, type ofsweetener (sugar, honey, or artificial), and the presence orabsence of flavor bits. Seven children participated in taste testsand provided the following part-worths for the attributes (seesection 13.4 ):
| Wheat/Corn | Sweetener | Flavor Bits |
| Child | Low | High | Sugar | Honey | Artificial | Present | Absent |
| 1 | 15 | 35 | 30 | 40 | 25 | 15 | 9 |
| 2 | 30 | 20 | 40 | 35 | 35 | 8 | 11 |
| 3 | 40 | 25 | 20 | 40 | 10 | 7 | 14 |
| 4 | 35 | 30 | 25 | 20 | 30 | 15 | 18 |
| 5 | 25 | 40 | 40 | 20 | 35 | 18 | 14 |
| 6 | 20 | 25 | 20 | 35 | 30 | 16 | 9 |
| 7 | 30 | 15 | 40 | 25 | 40 | 20 | 11 |
| (a) | Suppose the overall utility (sum of part-worths) of the currentfavorite cereal is 75 for each child. What product design willmaximize the number of children in the sample who prefer the newdry cereal. Note that a child will prefer the new dry cereal onlyif its overall utility is at least 1 part-worth larger then theutility of their current preferred cereal. |
| | Product Design: | | | Wheat/Corn | - Select One Answer -Low or High ? | | Sweetener | - Select One Answer -Sugar or Honey or Artificial? | | Flavor Bits | - Select One Answer -Present or Absent ? |
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Share of Choice: (Answer) ?? |
| (b) | Assume that the overall utility of the current favorite cerealfor children 1 to 4 is 70, and the overall utility of the currentfavorite cereal for children 5 to 7 is 80. What product design willmaximize the share of choice for the seven children in thesample? |
| | Product Design: | | | Wheat/Corn | - Select One Answer -Low or High ? | | Sweetener | - Select One Answer -Sugar or Honey or Artificial? | | Flavor Bits | - Select One Answer -Present or Absent ? |
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Share of Choice: (Answer) ?? |
