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
B) cluster
C) regression
D) conjoint

Question

Quizplus · Accepted Answer

The researcher is conducting a conjoint analysis, which involves comparing alternatives across levels of attributes to determine expected utility. Compensatory analysis involves balancing positive and negative attributes, cluster analysis involves grouping similar individuals or items, and regression analysis involves analyzing the relationship between variables.

A Consumer Researcher Wants to Understand the Attributes That Guide