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Appendix F: Model 1. Conjoint Analysis

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Variables in the Equation
		B	S.E.	Wald	df	Sig.	Exp(B)
Step 1^a	Cust_Rat	,993	,065	236,917	1	,000	2,699
	Top_Dev_Hal	,263	,080	10,714	1	,001	1,300
	Best_Sel_Rank	,234	,063	13,723	1	,000	1,264
	Price	-1,440	,071	408,978	1	,000	,237
	Edit_Choice	,509	,113	20,502	1	,000	1,664
	Constant	-,087	,088	,979	1	,322	,917
a. Variable(s) entered on step 1: Cust_Rat, Top_Dev_Hal, Best_Sel_Rank, Price, Edit_Choice.

Model Summary
Step	-2 Log likelihood	Cox & Snell R Square	Nagelkerke R Square
1	1760,708^a	,404	,539
a. Estimation terminated at iteration number 6 because parameter estimates changed by less than ,001.

Classification Table^a
	Observed					Predicted
						Respondents choice between option 1 and 2		Percentage Correct
						Option #1 is chosen	Option #2 is chosen
Step 1	Respondents choice between option 1 and 2			Option #1 is chosen		753	238	76,0
				Option #2 is chosen		183	854	82,4
	Overall Percentage							79,2
a. The cut value is ,500
Hosmer and Lemeshow Test
Step		Chi-square	df		Sig.
1		30,068	8		,000

Model Equation:

Choice 2 = >0 = -1.44Price + 0.993CR + 0.509ECH + 0.263TDH + 0.234BSR + є

WTP per upgrade of 1 level per attribute:

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