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Market Pulse Research Has Conducted a Study for Lucas Furniture

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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.
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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. 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:

Constant-cost Industry

An industry in which the input prices do not change as the industry output changes, leading to a supply curve that is perfectly elastic.

Price Per Unit

The cost assigned to a single unit of a product or service, used to determine the total price based on the quantity purchased.

Output Increase

The rise in the quantity of goods or services produced by a company or economy over a certain period.

Long-run Cost Structure

The pattern of costs that a firm faces over a long period when it is free to adjust all of its input levels, including investment in new plant and equipment.

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