C. Code and Utilities
“Well, here’s another nice mess you’ve gotten me into!”
—OLIVER HARDY AS OLIVER IN Sons of the Desert (1933)
The code for the spine chart function in exhibit C.1, starting on page 268 and ending on page 276 shows how to construct a customized data visualization for conjoint studies. Using standard R graphics functions, the spine chart is built one point, line, and text string at a time. Market simulation utilities are provided in exhibit C.2 on page 276. These utilities are called by the programs in the chapter about brand and price.