Market Pulse Research Has Conducted a Study for Lucas Furniture

question 46

Essay

Market Pulse Research has conducted a study for Lucas Furniture on some designs for a new commercial office desk.Three attributes were found to be most influential in determining which desk is most desirable: number of file drawers,the presence or absence of pullout writing boards,and simulated wood or solid color finish.Listed below are the part-worths for each level of each attribute provided by a sample of 7 potential Lucas customers.
Suppose the overall utility (sum of part-worths)of the current favorite commercial office desk is 50 for each customer.What is the product design that will maximize the share of choices for the seven sample participants? Formulate and solve,using Lindo or Excel,this 0 - 1 integer programming problem.

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Definitions:

Work

Engaging in physical or mental activity in order to achieve a purpose or result, often associated with a job or profession.

Illustration

The act or process of explaining or clarifying something through the use of examples, diagrams, or pictures.

Relationship

A connection or association between individuals, groups, or entities, characterized by mutual interactions and dependency.

Definition

A statement that explains the meaning of a word or phrase, clarifying its essence or boundaries.