function setSimpleLookupValue(LookupId, Type, Id, Name) {

    /// <summary>

    /// Sets the value for lookup attributes that accept only a single entity reference.

    /// Use of this function to set lookups that allow for multiple references,

    /// a.k.a 'partylist' lookups, will remove any other existing references and

    /// replace it with just the single reference specified.

    /// </summary>

    /// <param name="LookupId" type="String" mayBeNull="false" optional="false" >

    /// The lookup attribute logical name

    /// </param>

    /// <param name="Type" type="String" mayBeNull="false" optional="false" >

    /// The logical name of the entity being set.

    /// </param>

    /// <param name="Id" type="String" mayBeNull="false" optional="false" >

    /// A string representation of the GUID value for the record being set.

    /// The expected format is "{XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX}".

    /// </param>

    /// <param name="Name" type="String" mayBeNull="false" optional="false" >

    /// The text to be displayed in the lookup.

    /// </param>

    ///setSimpleLookupValue("primarycontactid", "contact", "{6D9D4FCF-F4D3-E011-9D26-00155DBA3819}", "Brian Lamee");

    var lookupReference = [];

    lookupReference[0] = {};

    lookupReference[0].id = Id;

    lookupReference[0].entityType = Type;

    lookupReference[0].name = Name;

    Xrm.Page.getAttribute(LookupId).setValue(lookupReference);

    Xrm.Page.getAttribute(LookupId).setSubmitMode("always");

}