Example: Carpet Cleaner Data
In a popular example 1, a company interested in marketing a new carpet cleaner wants to examine the influence of five factors on consumer preference—package design, brand name, price, a Good Housekeeping seal, and a money-back guarantee. There are three factor levels for package design, each one differing in the location of the applicator brush; three brand names (K2R, Glory, and Bissell); three price levels; and two levels (either no or yes) for each of the last two factors. The following table displays the variables used in the carpet-cleaner study, with their variable labels and values.
| Variable name | Variable label | Value label |
|---|---|---|
| package | Package design | A*, B*, C* |
| brand | Brand name | K2R, Glory, Bissell |
| price | Price | $1.19, $1.39, $1.59 |
| seal | Good Housekeeping seal | No, yes |
| money | Money-back guarantee | No, yes |
Ten consumers rank 22 profiles defined by these factors. The variable Preference contains the rank of the average rankings for each profile. Low rankings correspond to high preference. This variable reflects an overall measure of preference for each profile. Using categorical regression, you will explore how the five factors are related to preference. This data set can be found in carpet.sav. See the topic Sample Files for more information.