The ________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by adding the average values of each of the given attributes.
A) benchmarking
B) compositional
C) importance rating
D) focus-group
E) conjoint analysis

Question

Quizplus · Accepted Answer

The compositional approach involves asking consumers to assign monetary values to different levels of an attribute, and the overall value of a product configuration is calculated by summing these values.

The ________ Approach to Consumer Research Asks Customers to Attach