1 Select Help > Sample Data Library and open Design Experiment/Laptop Results.jmp.
 2 Run the Choice script.
Choice Model Launch Window
There are three grouping variables, Respondent, Survey, and Choice Set, because there are multiple surveys and respondents.
 3 Click Run Model.
Initial Analysis of the Final Laptop Design
The Effect Summary and Likelihood Ratio Tests outlines indicate that Disk Size, Speed, and Price are significant at the 0.05 level, and that Battery Life is marginally significant.
 1 Click the Choice Model red triangle and select Utility Profiler.
Utility Profiler at Price = \$1000
 2 Move the slider for Price to \$1,500.
Utility Profiler at Price = \$1500
When Price changes from \$1,000 to \$1,500, the Utility changes from –0.3406 to –2.3303. That is, raising the price of a laptop by \$500.00 lowers the utility (or desirability) approximately 2 units. Therefore, you can estimate the unit utility cost to be approximately \$250.00.
 3 In the Utility Profiler, set Price back to \$1,000, its lowest value, and change Speed to 2.0 GHz, its higher value.
Utility Value of Higher Speed
The Utility value changes from the original value shown in Utility Profiler at Price = \$1000 of –0.3406 to 0.9886, for a total change of 1.3292 units. Using the utility cost estimate or \$250.00, the increase in price for a 2.0 GHz laptop over a 1.5 GHz laptop can be computed to be 1.3292*\$250.00 = \$332.30. This is the dollar value that the Choice study indicates that the manufacturer can use as a basis for pricing this laptop attribute. You can make similar calculations for the other attributes.

Help created on 9/19/2017