Example experiment 1 Which mobile plan will you
Example experiment 1: Which mobile plan will you sign up to? Report on the discrete choice experiment. This is an example experiment. We asked Reddit users what mobile plan they would use be inclined to buy. DRAFT
Relative importance by attribute and value by level DRAFT IMPORTANCE BY ATTRIBUTE RELATIVE VALUE BY LEVEL $30 /mo (18%) Price 36 Data included $50 /mo (0%) $70 /mo (-18%) Unlimited (23%) 10 GB (11%) 48 1 GB (-9%) 500 MB (25%) International minutes included 4 90 min (-1%) 300 min (2%) 0 min (-1%) SMS included 13 Unlimited text (7%) 300 messages (-7%) 0 10 20 30 40 50 60 -50 -30 Source: Example discrete choice experiment on Conjoint. ly (October 2016, n = 45) -10 10 30 50 2
Marginal willingness to pay for features relative to baseline concept DRAFT 500 MB (baseline) 1 GB ($17. 95) 10 GB ($40. 6) Unlimited ($53. 77) 0 min (baseline) 90 min (-$0. 61) 300 min ($2. 74) 300 messages (baseline) Unlimited text ($14. 18) -$70 -$50 Baseline concept -$30 -$10 $30 $50 Data included International minutes included SMS included 500 MB 0 min 300 messages Source: Example discrete choice experiment on Conjoint. ly (October 2016, n = 45) $70 3
Market share simulation DRAFT 19% 2% Telstra (2%) 2% Lebara (77%) Optus (2%) None of the above (19%) 77% Name Price Data included International minutes included SMS included Telstra $70 per month 1 GB 0 min Unlimited text Lebara $30 per month 10 GB 300 min Unlimited text Optus $50 per month 10 GB 90 min Unlimited text Source: Example discrete choice experiment on Conjoint. ly (October 2016, n = 45) 4
Top ten product concepts by customer preference DRAFT Price Data included International minutes included $30 per month Unlimited 300 min Unlimited text 49 1 $30 per month Unlimited 0 min Unlimited text 47 2 $30 per month Unlimited 90 min Unlimited text 46 3 $30 per month 10 GB 300 min Unlimited text 37 4 $30 per month Unlimited 300 min 300 messages 36 5 $30 per month 10 GB 0 min Unlimited text 35 6 $30 per month Unlimited 0 min 300 messages 34 7 $30 per month 10 GB 90 min Unlimited text 34 8 $30 per month Unlimited 90 min 300 messages 33 9 $50 per month Unlimited 300 min Unlimited text 32 10 SMS included Score Rank Note: Refer to the Excel profitability model for list of concepts ranked by profitability for the company Source: Example discrete choice experiment on Conjoint. ly (October 2016, n = 45) 5
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