Noted that the option_1, option_2, option_3, option_4, and option_5 in the data file (DBA exam data) are the generic beef, guaranteed tender beef, natural beef, USDA choice beef, and certified angus beef, respectively. “none” variable is the option six in the conjoint choice question, “None of these” choice. The dependent variable is choice_made. “subject” variable is the number represented each respondent. “q_num” presents the conjoint choice question numbers.