Which of the following statements is not true concerning conjoint analysis?
A) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute.
B) Unlike multidimensional scaling,conjoint analysis relies on respondent's objective evaluations.
C) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.
D) The underlying assumption is that any set of stimuli,such as products,brands,or stores,is evaluated as a bundle of attributes.

Question

Quizplus · Accepted Answer

This statement is not true because conjoint analysis relies on respondent's subjective evaluations rather than objective evaluations. Conjoint analysis involves presenting respondents with a set of hypothetical product profiles and asking them to rate or rank the profiles based on their preferences. The subjective evaluations of the respondents are used to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. So, option B is the correct answer.

Which of the Following Statements Is Not True Concerning Conjoint