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You Conduct a Perceptual Mapping Study for Shampoo and Decide

Question 3

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. AttributeFactor1Factor2Factor3 Untangles hair +.88+.03.04 Repairs split ends +.23+.69+.03 Makes hair easy to style +.78.05.21 Revitalizes hair +.11+.88.15 One bottle lasts a long time .11.03+.88 Not concentrated +.72+.23.91 Renews hair’s natural vitamins +.10+.78.22\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} The attribute "untangles hair" is most closely related to which other attribute (from the list below) ?


A) Repairs split ends
B) Makes hair easy to style
C) Revitalizes hair
D) One bottle lasts a long time
E) Renews hair's natural vitamins

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