Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?
A) perceptual mapping
B) regression analysis
C) factor analysis
D) conjoint analysis
E) cluster analysis

Question

Quizplus · Accepted Answer

In conjoint analysis, the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary.

Jamie Was Participating in a Market Research Study Regarding Computers