A consumer researcher wants to understand the attributes that guide consumers' preferences when deciding among different brands of laundry detergent. She asks consumers to compare alternatives across levels of attributes, such as price, gentleness, and scent. These comparisons allow the researcher to determine the expected utility associated with each alternative. Which type of analysis is the researcher conducting?
A) compensatory analysis
B) noncompensatory analysis
C) cluster analysis
D) regression analysis
E) conjoint analysis

Question

Quizplus · Accepted Answer

The researcher is conducting conjoint analysis, which involves presenting consumers with various combinations of attributes and then analyzing the preferences expressed by the consumers. This type of analysis is used to determine the relative importance of different attributes in a consumer's decision-making process.

A Consumer Researcher Wants to Understand the Attributes That Guide