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 the above scenario?

Question

Quizplus · Accepted Answer

Conjoint analysis is being used in this scenario. Conjoint analysis is a market research technique used to determine how people value different attributes (feature, function, benefits) that make up an individual product or service. In this case, the customers are being asked to rank the different bundles/packages that the company is offering based on the value they provide in terms of voice and data benefits. The outcome of the analysis will help the company determine which packages are most attractive to customers and adjust their current offerings accordingly.