A research technique often used in concept testing involves comparisons of different product concepts by measuring consumers' trade- offs in preferences and intentions to buy, and simulates how consumers might react to changes in current products or to new products is known as:
A) conjoint analysis.
B) factor analysis.
C) correspondence analysis.
D) discriminant analysis.
E) cluster analysis.

Question

Quizplus · Accepted Answer

Conjoint analysis is a research technique that requires respondents to evaluate a set of product profiles that vary in their attributes and levels. By measuring how consumers trade-off different attributes and levels against each other in their preferences and intentions to buy, conjoint analysis can simulate how consumers might respond to changes in current or new products. This makes it a useful tool for concept testing and for identifying the most important attributes for product design. Factor analysis, correspondence analysis, discriminant analysis, and cluster analysis are statistical techniques that are not specifically suited to concept testing or measuring trade-offs.

A Research Technique Often Used in Concept Testing Involves Comparisons