You Conduct a Perceptual Mapping Study for Shampoo and Decide

question 6

Multiple Choice

You conduct a perceptual mapping study for shampoo and decide that it is a three-factor solution.The computer then determines the extent to which each attribute is associated with each factor.The data is shown below. $\begin{array} { l c c c } Attribute&Factor 1&Factor 2&Factor 3\\\\\text { Untangles hair } & + .88 & + .03 & - .04 \\ \text { Repairs split ends } & + .23 & + .69 & + .03 \\ \text { Makes hair easy to style } & + .78 & - .05 & - .21 \\ \text { Revitalizes hair } & + .11 & + .88 & - .15 \\ \text { One bottle lasts a long time } & - .11 & - .03 & + .88 \\ \text { Not concentrated } & + .72 & + .23 & - .91 \\ \text { Renews hair's natural vitamins } & + .10 & + .78 & - .22 \end{array}$ Which factor is best labeled "Best/worst for healthy hair?"

• A)Factor 1
• B)Factor 2
• C)Factor 3