In Which Type of Indirect Measurement Approach to Measuring the Relative

question 96

Multiple Choice

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

• A) perceptual mapping
• B) regression analysis
• C) factor analysis
• D) conjoint analysis
• E) cluster analysis

---

Definitions:

Federal Agency

A unit of the federal government in the United States established by Congress to enforce laws and regulations in a specific area.