A Consumer Researcher Wants to Understand the Attributes That Guide

question 41

Multiple Choice

A consumer researcher wants to understand the attributes that guide consumers' preferences when deciding among different brands of laundry detergent. She asks consumers to compare alternatives across levels of attributes, such as price, gentleness, and scent. These comparisons allow the researcher to determine the expected utility associated with each alternative. Which type of analysis is the researcher conducting?

• A) compensatory analysis
• B) noncompensatory analysis
• C) cluster analysis
• D) regression analysis
• E) conjoint analysis

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Definitions:

Anorexia Nervosa

A potentially life-threatening eating disorder characterized by an abnormally low body weight, an intense fear of gaining weight, and a distorted perception of body weight or shape.

Personality Assessment

The measurement and evaluation of psychological traits, characteristics, and behaviors to understand and predict an individual’s personality.

Obsessive

Characterized by persistent and intrusive thoughts, urges, or images that cause significant distress or anxiety.

Emotionally Restrained

A characteristic of individuals who regulate and often suppress their emotional responses to situations.