Assignment
i. What is the research objective of this article?
ii. Prior to conjoint analysis, the researcher needed to identify the important attributes of the focal product or service, such as mobile service platform. How do the authors of this article choose the attributes? Please explain.
iii. How many attributes of the mobile service platform were included in the conjoint analysis? And how many levels does each attribute have?
iv. If you were the researchers who conducted this conjoint analysis, will you add more attributes to the analysis? Explain.
v. As mentioned in the lecture, conjoint analysis is a type of regression analysis. In this article, what is/are the dependent variable(s)? And what are the independent variables?
vi. For the sample used for the conjoint analysis, the authors include "education program", "smartphone", "gender", and "age". Based on your thoughts, do you think the authors need to collect more information from the participants, such as personality, usage rate, etc.? Explain.
vii. What is the major limitation of this research?
Format your assignment according to the following formatting requirements:
i) The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
ii) The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
iii) Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.