An entrepreneur is working to develop a new video game. Preliminary information suggests that consumers are concerned about the quality of the graphics,the extra features of the game,and the price,but it is not known which is the most important relative to the others. Research is set up in which copies of the same game,varying with different combinations of graphics,features,and price,are presented to potential consumers . Potential consumers are asked to indicate which copy of the game they prefer. This is an example of using

Question

Quizplus · Accepted Answer

This scenario describes the use of conjoint analysis, a market research technique that involves presenting respondents with different combinations of product features and asking them to choose their preferred option. The goal is to determine which features are most valued by consumers and how changes in those features (such as price or graphics quality) affect consumer preferences. The other options (S Curve, Detail Analysis, Core Rigidities, Feature Surveys) do not accurately reflect the research method being used in this scenario.

An Entrepreneur Is Working to Develop a New Video Game