Consumer preferences for alternative product concepts can be measured through ________, a method for deriving the utility values that consumers attach to varying levels of a product's attributes.
A) marketing research
B) marketing strategy
C) gap level
D) purchase intentions
E) conjoint analysis

Question

Quizplus · Accepted Answer

Conjoint analysis is specifically designed to measure consumer preferences for different product attributes by presenting respondents with various product concepts that differ on certain attributes (such as price, quality, or design) and asking them to rate or choose their preferred options. The results of conjoint analysis can then be used to estimate the relative importance of different attributes and to predict the demand for specific product configurations. Marketing research, marketing strategy, gap level, and purchase intentions are all related to understanding consumer behavior and preferences but do not specifically pertain to conjoint analysis.

Consumer Preferences for Alternative Product Concepts Can Be Measured Through