A Consumer Researcher Wants to Understand the Attributes That Guide

question 31

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
• B) cluster
• C) regression
• D) conjoint

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Definitions:

Mammoth

An extinct species of large, prehistoric elephants known for their massive size and long tusks, or used to describe something enormous.

Air Currents

Movements of air resulting from atmospheric pressure differences, leading to phenomena like wind.

Breeze

A gentle, light wind that is often considered refreshing and pleasant.

Excavated

The act of digging up or removing earth to uncover and discover something buried.