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BA · Conjoint analysis

15 questions · 25 marks · 4 papers

Answer key

Indian Institute of Technology Madras

BS Degree Programme · Examination & Study Paper

Business Analytics

Conjoint analysis

Official Paper

Examination Instructions & Guidelines

Solve on notebook/paper first before checking solutions.
MCQ: Exactly 1 option is correct. Negative marking applies.
MSQ: One or more options correct. Select all to score.
NAT: Numerical response. No negative marking.
Scientific calculator allowed for all calculations.
Official answer key is sealed at the end of this sheet.

End Term · 31 Aug 2025 (FN)End Term

Read the passage below, then answer Q1–Q4
You are in the process of selecting an ideal car when a lot of options are available. For example, the three brands that have been on top of your mind are: Maruti, Hyundai, and Volkswagen. Similarly, there are 2 engine options that are highly efficient: 1000 CC and 1500 CC. Lastly, the type of automatic gearbox is another important variable in deciding the ideal car. There are 3 gearbox options available: AMT, AT and DSC. Also, assume that Maruti is the least preferred brand, and assume AMT is the least preferred gearbox. Based on the inputs available, you build a regression model, and the coefficients are given below in Figure 1.
Based on the above data, answer the given subquestions.
Q1NAT1 Mark·Write the number
Asked 2 times Key ↓
What is the part worth to customers if he/she upgrades from Maruti to Volkswagen? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 1000.63545, then enter the answer as “1000.6355”]
Your answer:
Q2NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the Brand? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.635450, then enter the answer as “63.5450”]
Your answer:
Q3NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the Engine? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.635450, then enter the answer as “63.5450”]
Your answer:
Q4NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the Gearbox? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.635450, then enter the answer as “63.5450”]
Your answer:

End Term · 31 Aug 2025 (AN)End Term

Read the passage below, then answer Q5–Q8
You are in the process of selecting an ideal Laptop when a lot of options are available. For example, the three brands that have been on top of your mind are Acer, HP, and Dell. Similarly, there are 2 RAM options available: 8 GB and 16 GB. Lastly, the processor is another important variable in deciding the ideal laptop. There are 3 processors available: i3, i5, and i7. Also, assume that Acer is the least preferred brand. Based on the inputs available, you build a regression model, and the coefficients are given below in Figure 1.
Based on the above data, answer the given subquestions.
Q5NAT2 Marks·Write the number
Asked 2 times Key ↓
What is the part worth to customers if he/she upgrades from an i3 to an i7 processor? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 1000.63545, then enter the answer as “1000.6355”]
Your answer:
Q6NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the Brand? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.63545, then enter the answer as “63.55”]
Your answer:
Q7NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the RAM? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.63545, then enter the answer as “63.55”]
Your answer:
Q8NAT2 Marks·Write the number
Asked 6 times Key ↓
How much is the weightage provided by the customer for the processor? [Note: Enter your answer in decimal rounded to four decimal places. For example, if your answer is 0.63545, then enter the answer as “63.55”]
Your answer:

End Term · 13 Apr 2025 (FN)End Term

Q9MSQ1.5 Marks·Choose all correct options
Asked 2 times Key ↓
If the attribute values in the conjoint analysis is a continuous variable and the data is collected in a pairwise order, then what approach can be used (choose all that is/are applicable)
1. AOptimization approach
2. BRegression approach
3. CStatistical approach
4. DNone of these
Q10MSQ1.5 Marks·Choose all correct options
Key ↓
The part worth can be defined as (choose all that may be applicable)
1. ALevel utilities
2. BThe utility for that level of attribute
3. CUtility for separate parts of the products
4. DNone of these
Q11MCQ1 Mark·Choose one option
Key ↓
In Figure-3 the customer wants to decide between the products O1 & O2, and x denotes the coordinates of the ideal product. Which of the following is/are true?
1. ACustomers will prefer O1 when d2>d1
2. BCustomers will prefer O2 when d1<d2
3. CBoth Customers will prefer O1 when d2>d1 & Customers will prefer O2 when d1<d2
4. DNone of these

End Term · 22 Dec 2024 (AN)End Term

Q12MSQ2 Marks·Choose all correct options
Key ↓
What is the format of data needed for performing the conjoint analysis using the Statistical or Linear Regression Approach?
1. AConsumer Choice Data is Ratings
2. BValue of the attributes are continuous
3. CConsumer Choice Data is Pairwise Comparison
4. DValue of the product attributes are categorical
Q13MCQ1 Mark·Choose one option
Key ↓
The objective function of the linear programming model using pair-wise judgments:
1. AMinimize the poorness of fit
2. BMaximize the distance from the ideal point
3. CMinimize the distance from the ideal point
4. DBoth Minimize the poorness of fit & Minimize the distance from the ideal point
5. EBoth Maximize the distance from the ideal point & Minimize the distance from the ideal point
Q14MCQ1 Mark·Choose one option
Asked 2 times Key ↓
If the attribute values in the conjoint analysis is a continuous variable and the data is collected in a pairwise order, then what approach can be used:
1. AOptimization approach
2. BRegression approach
3. CStatistical approach
4. DOptimization approach or Statistical approach
Q15MCQ2 Marks·Choose one option
Key ↓
In a conjoint problem with 4 products and 2 attributes, how many pair-wise preferences are possible?
1. A4
2. B14
3. C10
4. D6

Official Key

Master Answer Key & Explanations

Official answer keys from IIT Madras BS past papers. Click any question to review.

Reveal Key

Q11.832 to 1.834

Q220.35 to 20.39

Q325.9 to 25.96

Q453.65 to 53.75

Q54.82 to 4.84

Q620.35 to 20.39

Q725.9 to 25.96

Q853.65 to 53.75

Q9A

Q10A, B, C

Q11A

Q12A, D

Q13A

Q14A

Q15D

Questions and answer keys are reproduced from the official IIT Madras BS papers. Topics and repeated question types are BTechi’s own grouping. BTechi is not affiliated with IIT Madras.