A Conjoint Analysis of Undergraduate Education
The following profiles give possible combinations of attributes of an undergraduate education. Express your preference for each profile by using the scale below it. For each profile, you can mark any point on the scale which indicates your degree of preference. The highest degree of preference would get a "10", the lowest degree would get a "0", and so on.
Profiles are various combinations of the following attributes:
Annual Tuition level = $7,500 or $15,000
Teaching quality = Average or Excellent
Placement service = Average or Excellent
Program emphasis is on technical skills (computers, data analysis, financial analysis) or on communication skills (presentations, case studies, writing).
Emphasis on e-commerce = Average or Very high
Profile 1
Tuition: $15,000
Teaching quality: Average
Placement service: Average
Program emphasis: Technical skills
Emphasis on e-commerce: Average
Rating of Profile 1
(circle the appropriate number)
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 2
Tuition: $15,000
Teaching quality: Average
Placement service: Excellent
Program emphasis: Technical skills
Emphasis on e-commerce: Very high
Rating of Profile 2
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0 1 2 3 4 5 6 7 8 9 10
Profile 3
Tuition: $15,000
Teaching quality: Excellent
Placement service: Average
Program emphasis: Communication skills
Emphasis on e-commerce: Very high
Rating of Profile 3
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0 1 2 3 4 5 6 7 8 9 10
Profile 4
Tuition: $15,000
Teaching quality: Excellent
Placement service: Excellent
Program emphasis: Communication skills
Emphasis on e-commerce: Average
Rating of Profile 4
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0 1 2 3 4 5 6 7 8 9 10
Profile 5
Tuition: $7,500
Teaching quality: Average
Placement service: Average
Program emphasis: Communication skills
Emphasis on e-commerce: Very high
Rating of Profile 5
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0 1 2 3 4 5 6 7 8 9 10
Profile 6
Tuition: $7,500
Teaching quality: Average
Placement service: Excellent
Program emphasis: Communication skills
Emphasis on e-commerce: Average
Rating of Profile 6
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0 1 2 3 4 5 6 7 8 9 10
Profile 7
Tuition: $7,500
Teaching quality: Excellent
Placement service: Average
Program emphasis: Technical skills
Emphasis on e-commerce: Average
Rating of Profile 7
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0 1 2 3 4 5 6 7 8 9 10
Profile 8
Tuition: $7,500
Teaching quality: Excellent
Placement service: Excellent
Program emphasis: Technical skills
Emphasis on e-commerce: Very high
Rating of Profile 8
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Least Most
Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 9
Tuition: $7,500
Teaching quality: Excellent
Placement service: Excellent
Program emphasis: Communication skills
Emphasis on e-commerce: Very high
Rating of Profile 9
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 10
Tuition: $7,500
Teaching quality: Excellent
Placement service: Average
Program emphasis: Communication skills
Emphasis on e-commerce: Average
Rating of Profile 10
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 11
Tuition: $7,500
Teaching quality: Average
Placement service: Excellent
Program emphasis: Technical skills
Emphasis on e-commerce: Average
Rating of Profile 11
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 12
Tuition: $7,500
Teaching quality: Average
Placement service: Average
Program emphasis: Technical skills
Emphasis on e-commerce: Very high
Rating of Profile 12
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0 1 2 3 4 5 6 7 8 9 10
Profile 13
Tuition: $15,000
Teaching quality: Excellent
Placement service: Excellent
Program emphasis: Technical skills
Emphasis on e-commerce: Average
Rating of Profile 13
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0 1 2 3 4 5 6 7 8 9 10
Profile 14
Tuition: $15,000
Teaching quality: Excellent
Placement service: Average
Program emphasis: Technical skills
Emphasis on e-commerce: Very high
Rating of Profile 14
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 15
Tuition: $15,000
Teaching quality: Average
Placement service: Excellent
Program emphasis: Communication skills
Emphasis on e-commerce: Very high
Rating of Profile 15
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Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10
Profile 16
Tuition: $15,000
Teaching quality: Average
Placement service: Average
Program emphasis: Communication skills
Emphasis on e-commerce: Average
Rating of Profile 16
(circle the appropriate number)
Least Most
Preferred Preferred
0 1 2 3 4 5 6 7 8 9 10