Which of the following is true of conjoint analysis in concept testing?
A) Conjoint analysis cannot feasibly test attributes and levels using a reduced set of cards.
B) Conjoint analysis ranks the possible combinations of attributes from the least preferred to the most preferred.
C) Conjoint analysis cannot be used to identify those concepts that are the "real losers," which should not be considered for further development.
D) Conjoint analysis is extremely useful in concept testing because of its ability to uncover relationships between attributes and customer preferences.

Question

Quizplus · Accepted Answer

Conjoint analysis is extremely useful in concept testing because it can identify the relationships between attributes and customer preferences. It allows researchers to determine which attributes are most important to customers and how different levels of those attributes impact overall preference for a concept. This information is crucial in determining which concepts are most likely to be successful in the market. Option A is incorrect because conjoint analysis can feasibly test attributes and levels using a reduced set of cards. Option B is incorrect because conjoint analysis does not rank the possible combinations of attributes from the least preferred to the most preferred. Option C is incorrect because conjoint analysis can be used to identify concepts that are not likely to be successful, which can inform decisions about whether to further develop those concepts.

Which of the Following Is True of Conjoint Analysis in Concept