1 data conjoint ana mobile_trisha

8/20/2019 1 Data Conjoint Ana Mobile_Trisha

1/29

NP concept Power Display Price 3G Camera Rating

1 Android Qwerty >20k No >3 P !2

2 Android "o#c$ %10k &es %'3 P ()

3 Android *ot$ 10+20k No %'3 P )(

! ,indows Qwerty >20k &es %'3 P 21

) ,indows "o#c$ %10k No >3 P -.

. ,indows *ot$ 10+20k No %'3 P 2(- /ymias Qwerty %10k No %'3 P -1

/ymias "o#c$ 10+20k &es %'3 P --

( /ymias *ot$ >20k No >3 P 2

10 Android Qwerty 10+20k No %'3 P )2

11 Android "o#c$ >20k No %'3 P 2

12 Android *ot$ %10k &es >3 P (0

13 ,indows Qwerty %10k No %'3 P !0

1! ,indows "o#c$ 10+20k No >3 P )0

1) ,indows *ot$ >20k &es %'3 P 1

1. /ymias Qwerty 10+20k &es >3 P -1- /ymias "o#c$ >20k No %'3 P 33

1 /ymias *ot$ %10k No %'3 P )

data collction iscomplicatedas no o le4elsincr55 e4en mored6clt


2/29

Rank 7n4erted rank

12 -

1 1

( 10

1- 2

- 12

1) ! 11

. 13

) 1!

10 (

1. 3

2 1-

13 .

11

1 1

3 1.1! )

! 1)


3/29

NP concep /ymias 809 Android 819 :/ ,inQwerty 8 *ot$ 819 Display "o#

1 0 1 Android 1 0 Qwerty

2 0 1 Android +1 +1 "o#c$

3 0 1 Android 0 1 *ot$

! +1 +1 ,indows 1 0 Qwerty

) +1 +1 ,indows +1 +1 "o#c$

. +1 +1 ,indows 0 1 *ot$- 1 0 /ymias 1 0 Qwerty

1 0 /ymias +1 +1 "o#c$

( 1 0 /ymias 0 1 *ot$

10 0 1 Android 1 0 Qwerty

11 0 1 Android +1 +1 "o#c$

12 0 1 Android 0 1 *ot$

13 +1 +1 ,indows 1 0 Qwerty

1! +1 +1 ,indows +1 +1 "o#c$

1) +1 +1 ,indows 0 1 *ot$

1. 1 0 /ymias 1 0 Qwerty1- 1 0 /ymias +1 +1 "o#c$

1 1 0 /ymias 0 1 *ot$


4/29

%10k 10+20k Price 3G+& 3G >3 P Camera NP concep

+1 +1 >20k +1 No 1 >3 P 1

1 0 %10k 1 &es +1 %'3 P 2

0 1 10+20k +1 No +1 %'3 P 3

+1 +1 >20k 1 &es +1 %'3 P !

1 0 %10k +1 No 1 >3 P )

0 1 10+20k +1 No +1 %'3 P .1 0 %10k +1 No +1 %'3 P -

0 1 10+20k 1 &es +1 %'3 P

+1 +1 >20k +1 No 1 >3 P (

0 1 10+20k +1 No +1 %'3 P 10

+1 +1 >20k +1 No +1 %'3 P 11

1 0 %10k 1 &es 1 >3 P 12

1 0 %10k +1 No +1 %'3 P 13

0 1 10+20k +1 No 1 >3 P 1!

+1 +1 >20k 1 &es +1 %'3 P 1)

0 1 10+20k 1 &es 1 >3 P 1.+1 +1 >20k +1 No +1 %'3 P 1-

1 0 %10k +1 No +1 %'3 P 1


5/29

:/ Display Price 3G Camera Rating Rank 7n4erted ra

Android Qwerty >20k No >3 P !2 12 -

Android "o#c$ %10k &es %'3 P () 1 1

Android *ot$ 10+20k No %'3 P )( ( 10

,indows Qwerty >20k &es %'3 P 21 1- 2

,indows "o#c$ %10k No >3 P -. - 12

,indows *ot$ 10+20k No %'3 P 2( 1) !/ymias Qwerty %10k No %'3 P -1 11

/ymias "o#c$ 10+20k &es %'3 P -- . 13

/ymias *ot$ >20k No >3 P 2 ) 1!

Android Qwerty 10+20k No %'3 P )2 10 (

Android "o#c$ >20k No %'3 P 2 1. 3

Android *ot$ %10k &es >3 P (0 2 1-

,indows Qwerty %10k No %'3 P !0 13 .

,indows "o#c$ 10+20k No >3 P )0 11

,indows *ot$ >20k &es %'3 P 1 1 1

/ymias Qwerty 10+20k &es >3 P - 3 1./ymias "o#c$ >20k No %'3 P 33 1! )

/ymias *ot$ %10k No %'3 P ) ! 1)


6/29

nk


7/29

NP concep/ymias 8 Android 81 Qwerty 809*ot$ 819 %10k 10+20k 3G+&

1 0 1 1 0 +1 +1 +1

2 0 1 +1 +1 1 0 1

3 0 1 0 1 0 1 +1

! +1 +1 1 0 +1 +1 1

) +1 +1 +1 +1 1 0 +1

. +1 +1 0 1 0 1 +1- 1 0 1 0 1 0 +1

1 0 +1 +1 0 1 1

( 1 0 0 1 +1 +1 +1

10 0 1 1 0 0 1 +1

11 0 1 +1 +1 +1 +1 +1

12 0 1 0 1 1 0 1

13 +1 +1 1 0 1 0 +1

1! +1 +1 +1 +1 0 1 +1

1) +1 +1 0 1 +1 +1 1

1. 1 0 1 0 0 1 11- 1 0 +1 +1 +1 +1 +1

1 1 0 0 1 1 0 +1


8/29

>3 P Rating 7n4erted rank

1 !2 -

+1 () 1 Data +>Data Analysis +> Regression

+1 )( 10 &'rating +>s$eet 1

+1 21 2 ;'all ot$er 4ars 8rom /ymian +>camera9

1 -. 12 &'in4erted rank +>/$eet !

+1 2( !+1 -1 11

+1 -- 13

1 2 1!

+1 )2 (

+1 2 3

1 (0 1-

+1 !0 .

1 )0

+1 1 1

1 - 1.+1 33 )

+1 ) 1)


9/29

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10/29

ower 95"# !!er 95"#%

).!-()2 .(3-1!-121111 22-(

+!3-( 113-(

+1321222 2)!))))

+!-( 10-(

10--- 2.)!)).

+.3-( (3-(

+0)3!1.. 112!1-

!3!03! 1.1)(1-


11/29

/3 P 212) 0)2202 !0-02!3 0002-(( 0(!3(.( 330.031 0(!3(.(


12/29

$is

!!er 95"#%

11.((2!!00!2

2-!13-)

0)-!-0

22!13-)

)2!13-)

20-!-0

2!31031

330.031


13/29

B:A P, 3 P 212)

Preparatory tale

B:A P, Attri#te 20 +!1....- Price 033(3) >20 +!1....-

3G+& 12) 3G 010303 3G+& 12)

3G+N +12) 3G 010303 3G+N +12)

>3 P 212) Camera 01!11. >3 P 212)

%'3P +212) Camera 01!11. %'3P +212)


14/29


15/29

Calc#lating :4erall #tilityF#se#llnessFCD@ 8Cons#mer De4elop

:/ 20 +1!13()( 3G+N +013)3-(

Android 03!)3.-"o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

Android 03!)3.-"o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(Android 03!)3.- "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13)%10k 12!!2!3G+& 013)3-(

Android 03!)3.-*ot$ 00!13)%10k 12!!2!3G+& 013)3-(

Android 03!)3.-*ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.-*ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.- *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

,indows +11!11. Qwerty +00-2202 %10k 12!!2! 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 %10k 12!!2! 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 %10k 12!!2! 3G+N +013)3-(


,indows +11!11. Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 10+20k 01.(.-) 3G+N +013)3-(


16/29


,indows +11!11. Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 >20 +1!13()( 3G+N +013)3-(

,indows +11!11. Qwerty +00-2202 >20 +1!13()( 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(,indows +11!11.*ot$ 00!13) %10k 12!!2! 3G+& 013)3-(

,indows +11!11.*ot$ 00!13) %10k 12!!2! 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 %10k 12!!2! 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 %10k 12!!2! 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 %10k 12!!2! 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 %10k 12!!2! 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+N +013)3-(

/ymian 03-! "o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

/ymian 03-! "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(


17/29

/ymian 03-! "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

/ymian 03-!*ot$ 00!13) %10k 12!!2! 3G+& 013)3-(

/ymian 03-!*ot$ 00!13) %10k 12!!2! 3G+& 013)3-(

/ymian 03-!*ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

/ymian 03-!*ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

/ymian 03-! *ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! *ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

/ymian 03-! *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-!*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(/ymian 03-!*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

/ymian 03-! *ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

/ymian 03-! *ot$ 00!13) >20 +1!13()( 3G+N +013)3-(


18/29

d @al#e9

Camera 3 P 03(12!) 1--331) Now redistri#te price le4els

%'3P +03(12!) 01.(-! 12 displayF3 prices ' !>3 P 03(12!) 0(.(!.)

%'3P +03(12!) +003-)

>3 P 03(12!) 0.(-0.

%'3P +03(12!) +13(...1

>3 P 03(12!) +0.1!1-

%'3P +03(12!) +1..-!1(

>3 P 03(12!) +0!(2

%'3P +03(12!) 13)-)2

>3 P 03(12!) 21!03!3

%'3P +03(12!) 10-0(!>3 P 03(12!) 1.())

%'3P +03(12!) 0232!3

>3 P 03(12!) 10.)-3!

%'3P +03(12!) 0012!)

>3 P 03(12!) 0-(!(-.

%'3P +03(12!) +13003(1

>3 P 03(12!) +0)1-(

%'3P +03(12!) +1)-11!(

>3 P 03(12!) +0-.)

%'3P +03(12!) 131(1(

>3 P 03(12!) 21.!!1

%'3P +03(12!) 11111.1

>3 P 03(12!) 1(3.)2

%'3P +03(12!) 030-31

>3 P 03(12!) 10(01

%'3P +03(12!) 003.))2

>3 P 03(12!) 01(0!3

%'3P +03(12!) +12-.32!

>3 P 03(12!) +0!(333

%'3P +03(12!) +1)!-02

>3 P 03(12!) +0-.!)(1

%'3P +03(12!) +02.-(

>3 P 03(12!) 0)1!)(1

%'3P +03(12!) +0)3.)

>3 P 03(12!) 02!333

%'3P +03(12!) +13!2)0(

>3 P 03(12!) +0).001

%'3P +03(12!) +1.132.-


19/29

>3 P 03(12!) +030--.

%'3P +03(12!) +2(2.1!3

>3 P 03(12!) +21!3.)2

%'3P +03(12!) +31(.(01

>3 P 03(12!) +2!1!!1

%'3P +03(12!) +01-1.31

>3 P 03(12!) 0.10.%'3P +03(12!) +0!!23(

>3 P 03(12!) 03!0102

%'3P +03(12!) +12!.23(

>3 P 03(12!) +0!.3-!

%'3P +03(12!) +1)1.((

>3 P 03(12!) +0-3!)0-

%'3P +03(12!) +22(-!

>3 P 03(12!) +20!-33

%'3P +03(12!) +3100.32

>3 P 03(12!) +2311!1%'3P +03(12!) +01!-).3

>3 P 03(12!) 0.3!(2

%'3P +03(12!) +0!1321

>3 P 03(12!) 03.!1-

%'3P +03(12!) +12221-2

>3 P 03(12!) +0!3(.1

%'3P +03(12!) +1!(2(3

>3 P 03(12!) +0-10!3(

%'3P +03(12!) +20)0.

>3 P 03(12!) +202331)

%'3P +03(12!) +30-.).!

>3 P 03(12!) +22(!0-3

%'3P +03(12!) 1-)!(.!

>3 P 03(12!) 2)3-!))

%'3P +03(12!) 1!!20.

>3 P 03(12!) 22...(-

%'3P +03(12!) 0.03))

>3 P 03(12!) 1!.2!.

%'3P +03(12!) 0!0()(-

>3 P 03(12!) 11(20

%'3P +03(12!) +0(032-(

>3 P 03(12!) +0120-

%'3P +03(12!) +11-!03-

>3 P 03(12!) +03(1)!.

%'3P +03(12!) 1)1233

>3 P 03(12!) 2.33-2!

%'3P +03(12!) 1)0!-)

>3 P 03(12!) 23.2(..


20/29

%'3P +03(12!) 0--..2)

>3 P 03(12!) 1))(11.

%'3P +03(12!) 0)0)..

>3 P 03(12!) 123)-

%'3P +03(12!) +00-01

>3 P 03(12!) +002!)1(

%'3P +03(12!) +10---.>3 P 03(12!) +02()2--

%'3P +03(12!) 1-)301

>3 P 03(12!) 2.)--(2

%'3P +03(12!) 1.0!)!3

>3 P 03(12!) 23-03!

%'3P +03(12!) 000.(2

>3 P 03(12!) 1)313

%'3P +03(12!) 0)2((3!

>3 P 03(12!) 1312!2)

%'3P +03(12!) +0-2(!2>3 P 03(12!) +0000!)1

%'3P +03(12!) +10)3-

>3 P 03(12!) +02-120(


21/29

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22/29


23/29


24/29

:4erall #tilityF#se#llnessFCD@ 8Cons#mer De4eloped @al#e9 + sor

:/


25/29

/ymian 03-! "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 %10k 12!!2! 3G+N +013)3-(Android 03!)3.- Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.- "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-!*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(

Android 03!)3.- Qwerty +00-2202 10+20k 01.(.-) 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

,indows +11!11.*ot$ 00!13) %10k 12!!2! 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+& 013)3-(

,indows +11!11. Qwerty +00-2202 %10k 12!!2! 3G+& 013)3-(/ymian 03-! *ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

/ymian 03-! "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

/ymian 03-! Qwerty +00-2202 >20 +1!13()( 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) %10k 12!!2! 3G+N +013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+& 013)3-(

,indows +11!11. "o#c$ 002!0.- %10k 12!!2! 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+& 013)3-(


,indows +11!11. Qwerty +00-2202 10+20k 01.(.-) 3G+& 013)3-(

Android 03!)3.- Qwerty +00-2202 >20 +1!13()( 3G+& 013)3-(

,indows +11!11. *ot$ 00!13) 10+20k 01.(.-) 3G+N +013)3-(

,indows +11!11. "o#c$ 002!0.- 10+20k 01.(.-) 3G+N +013)3-(

Android 03!)3.-*ot$ 00!13) >20 +1!13()( 3G+N +013)3-(

/ymian 03-!*ot$ 00!13) >20 +1!13()( 3G+& 013)3-(

Android 03!)3.- "o#c$ 002!0.- >20 +1!13()( 3G+N +013)3-(

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26/29

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27/29

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