Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

Name: Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.
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This is the basic assumption of conjoint analysis as it aims to understand the relative importance of different attributes and how consumers make trade-offs while making a choice.

Conjoint Analysis Assumes That Consumers Evaluate the Choice Alternatives in Terms