The _____ method to determine customers' perceptions allows the product manager to infer the importance of different product attributes from customer rank orderings of alternative product bundles of attributes.
A) Perceptual mapping
B) Conjoint analysis
C) Multidimensional scaling
D) Feature mapping
E) Balance scorecard

Question

Quizplus · Accepted Answer

Conjoint analysis is the correct method for determining customers' perceptions by allowing a product manager to infer the importance of different product attributes from customer rank orderings of alternative product bundles of attributes. This technique involves presenting consumers with a set of products (or product descriptions) that have varying levels of different attributes and then analyzing their preferences or choices to determine the implicit valuation of individual attributes.

The _____ Method to Determine Customers' Perceptions Allows the Product