_____ is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.
A) Cluster analysis
B) Conjoint analysis
C) Regression analysis
D) Factor analysis
E) Time series analysis

Question

Quizplus · Accepted Answer

Conjoint analysis is used to understand consumer preferences by asking them to compare products across different attributes (evaluative criteria) and the expected utility associated with each alternative. It helps businesses understand how consumers make trade-offs between different features or characteristics of a product or service and which attributes are most important to them.

_____ Is Used to Understand the Attributes That Guide Preferences