Universal Services Inc. provides communication services to residential and business customers in rural and small urban communities primarily in northern England. The company offers services such as local and long distance voice, data, and Internet and broadband product offerings. The company, in an attempt to increase the attractiveness of its offerings, decides to provide special voice and data packages to its customers. The company designs eight different packs that offer varying voice and data benefits to customers. The company then asks a few of its customers to rank the packs in order to choose two best packs. Which of the following testing methods is being used in this scenario?

Question

Quizplus · Accepted Answer

The testing method being used in this scenario is conjoint analysis. Conjoint analysis is a research technique that helps identify which combination of features is most attractive to customers. In this case, the company is asking its customers to rank the different voice and data packages, which is exactly what conjoint analysis involves. The company will then use the results to determine which two packages are most appealing to its customers.