Conjoınt Pizza

[pic 1]

26.11.2015

FULL EXERCİSE ASSİGNMENT

CONJOINT PIZZA:

1. Do you agree with the regression results in the analysis sheet? With the importance weights in the other sheet? Did you learn anything new about your own preferences by doing this exercise? How does it compare with the survey you answered in the first session?

• I  agree with the regression results of my analysis sheet. I always prefer meat in my pizza because of that topping is the most important thing for me and you cann see that coefficient of meat is very high as 0.531.  Veggie has negative coefficients as -16.25 because of I always prefer meat instead of veggie. R square is 0.88, it is vey high and consider that test is %88 relevant. After meat, amount is the second important thing for me. My satisfaction is increasing with the amount of meat. I didn’t learn anything new about my preferences because I knew that meat and amount of it are most important thing for me . The answers are similarly same between the answers I gave in the survey and in the class.

1. Based on (a) and your experience with the survey in the last session, what do you consider the strengths and weaknesses of surveys and of conjoint analysis to assert consumer preferences and buying intentions?

• First of all, seems in survey didnt actually match with the information given. People can confused when saw the picture of pizza because it didnt seem as the information especially for the amounts of toppics. Also meat is the most valuable toppic in pizza for Turkey but also kinds of meat is very important. People in Turkey generally prefer salami and especially pepperoni. Because of this issues, survey has to be need more detail for the kinds of meat. Price difference for a little amount does not influence the choice of people unlikely for the amount of topping.

1. If a pizza place would give you a TL1,000 budget to run this conjoint study for Besiktas, how would you do it? Can you improve upon the current execution?

• People are generally refused to do survey in turkey. Because of this reason, I would give them discount ticket in order to fill the survey sheet. I would do survey in Beşikatş region to 200 people for giving 5 TL discount for their pizza order. By doing this survey to 200 people is giving enough amount of results to understand general preferences of people. First of all I would want them to fill the survey sheet . I also put additonal column in the survey which people write their preferences that how type of pizza is most valuable for them.

                                                                                                       YALÇIN KAYA

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