Suppose Apple has collected extensive survey data about its new iPhone,and respondents have rated it on 20 different features and benefits.Now researchers want to reduce the amount of data to a few underlying dimensions.Which data analysis technique should the researchers use?
A)analogy
B)conjoint analysis
C)factor analysis
D)multidimensional scaling
E)cluster analysis

Question

Quizplus · Accepted Answer

Factor analysis is used to reduce a large number of variables into a smaller set of underlying dimensions or factors, which is suitable for analyzing survey data with multiple features.

Suppose Apple Has Collected Extensive Survey Data About Its New