To accomplish this I would suggest using a for loop to go through each row, and then an if statement inside the loop to determine the value of the fourth column. It looks like you don't need to stack your if statements in any way, so you should be fine with a single if statement and multiple elseifs.
for k = 1:size(data,1); if data(k,2)==0 && data(k,3)==0; data(k,4) = 1; elseif ...