Market Pulse Research Has Conducted a Study for Lucas Furniture

Market Pulse Research has conducted a study for Lucas Furniture on some designs for a new commercial office desk. Three attributes were found to be most influential in determining which desk is most desirable: number of file drawers, the presence or absence of pullout writing boards, and simulated wood or solid color finish. Listed below are the part-worths for each level of each attribute provided by a sample of 7 potential Lucas customers.
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Suppose the overall utility (sum of part-worths) of the current favorite commercial office desk is 50 for each customer. What is the product design that will maximize the share of choices for the seven sample participants? Formulate and solve, using Lindo or Excel, this 0 - 1 integer programming problem.

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Solution:
Lucas should choose these prod...

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