Use the Following Information to Answer the Next 5 Questions

Multiple Choice

Use the following information to answer the next 5 questions:
A marketing research team collected preferences from consumers in the MidWest who rated the likelihood that they would go on each of the 16 possible week long spa packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or $2599; golf green fees included or not; and daily massages included or not. (The factors were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1= golf included; 0 = massage not included, 1= massage included. The likelihood scale ranged from 0 to 100, with 100 meaning greater preference.) When the marketing research team conducted the conjoint analysis, they obtained the following beta weights (after averaging across the sample) :
likelihood = -.85 destination -.15 price +.70 golf +.50 massage
-Which location do consumers prefer?

A) San Diego, by a lot
B) Phoenix, by a lot
C) San Diego, marginally
D) Phoenix, marginally
E) San Diego, only if they can golf