The assumption behind the use of conjoint analysis is that:
A) a product is considered as a whole rather than in discrete attributes.
B) a product can be represented as a set or bundle of attributes.
C) the number of items per purchase is a constant to scale market share.
D) preferences can be observed by testing of many virtual variations of the same basic concept.

Question

Quizplus · Accepted Answer

Conjoints analysis assumes that a product can be represented as a set or bundle of attributes, and the analysis involves testing various combinations of these attributes to determine customers' preferences. This allows companies to determine which attributes are most important to customers and how changes in those attributes will affect customer satisfaction and purchase behavior.

The Assumption Behind the Use of Conjoint Analysis Is That