Option Analysis analyzes respondent attitudes to the
attractiveness of options within a group of options
and infers the implications for option preferences
shares. This done by examining the character of
differences between the distributions of the
individuals' option ratings from sample survey data.
These differences are described in terms the usual
parameters: means, standard deviations, skewness,
kurtosis, and inter-correlations. Differences amongst
these parameters, in turn, reflect differences in
externalities. These differences in distribution can
be used to either explain an option's share or to
simulate the potential for change or the sensitivity
of an option's current position. The program will
analyze from 2 to 30 options within any single
analysis. Option Impacts Analysis is a Microsoft Excel
VBA program than can be run as an Add-In or simply by
double-clicking on the program and running it within
Microsoft Excel.

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