Market Pulse Research Has Conducted a Study for Lucas Furniture

question 15

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.
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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:

Access To Education

The degree to which individuals have the opportunity to receive various levels of education, often regarded as a crucial factor in determining life outcomes.

Homophobia

The fear, hatred, discomfort with, or mistrust of people who are lesbian, gay, bisexual, or transgender (LGBT), often leading to discrimination and social exclusion.

Gender Socialization

The process by which individuals learn the gender norms of their society and come to adopt a gender identity.

Gender Norms

Societal rules and expectations that dictate appropriate behavior for individuals based on their perceived gender.