Consumer preferences for alternative product concepts can be measured through ________, a method for deriving the utility values that consumers attach to varying levels of a product's attributes.
A) concept testing
B) perceptual mapping
C) gap level analysis
D) conjoint analysis
E) morphological analysis

Question

Quizplus · Accepted Answer

Conjoint analysis is a method for deriving the utility values that consumers attach to varying levels of a product's attributes. This allows marketers to identify the key features that are most important to consumers and determine trade-offs that consumers are willing to make between different attributes. Concept testing involves presenting consumers with various product concepts and getting their feedback, while perceptual mapping involves mapping consumers' perceptions of brands or products. Gap level analysis and morphological analysis are not relevant to measuring consumer preferences for product concepts.

Consumer Preferences for Alternative Product Concepts Can Be Measured Through