In order to employ factor analysis,the researcher must:
A)Collect information about how consumers perceive the positioning of existing products in relation to product dimensions.
B)Analyse the perceptual attributes of competing products and compare them with the product under study.
C)Conduct focus groups to understand how consumers interact with one another while discussing the benefits of a product.
D)Identify the salient attributes consumers use to evaluate products in the category under study.

Question

Quizplus · Accepted Answer

In order to employ factor analysis, the researcher must identify the salient attributes that consumers use to evaluate products in the category under study. Factor analysis is a statistical method used to identify underlying factors that explain the correlations among a set of variables. In order to use this technique effectively, the researcher must know which variables (or attributes) are most relevant to the research question at hand. Choice A pertains to perceptual mapping, while Choice B pertains to comparative analysis. Choice C pertains to focus groups, a qualitative research method not directly related to factor analysis.

In Order to Employ Factor Analysis,the Researcher Must