That’s right. The overall utility of the Magnum Force golf ball with the designated attribute levels is 1.25, which is higher than the overall utility of 1.14 for the High Flyer ball with the designated attribute levels.
Take another look at the conjoint analysis output data on golf balls. Which of these best describe the product customers would prefer between a High Flyer ball that travels 15 yards farther than the average ball and costs $6.99 per pack and a Magnum Force ball that travels 10 yards farther than the average ball and costs $4.99?
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