The following questions focus on Conjoint Measurement:
-Which of the following regarding conjoint analysis is FALSE?
A) The utilities or part?worth functions for a single subject can be determined.
B) The utilities can be used to determine the relative importance of each of the attributes.
C) The importance of any attribute is determined by the spread in utilities between the highest and lowest rated levels of the attribute.
D) A subject's preferences for any attribute must be monotonic for the procedure to work.
E) The importance of an attribute to an individual can depend on the levels of the attribute used when securing judgments.

Question

Quizplus · Accepted Answer

Conjoint analysis does not require a subject's preferences for attributes to be monotonic. It can handle and analyze preferences that vary in any manner across different levels of attributes, as it aims to measure the preference or utility for each level of each attribute, not assuming a specific direction of preference.

The Following Questions Focus on Conjoint Measurement