Suppose an analyst wanted to determine whether or not dollars spent on advertising,number of sales people,number of new products introduced,and dollars spent on research and development were contributing to the growth in company market share.Which of the following procedures would be most appropriate?
A)conjoint analysis
B)cluster analysis
C)multiple regression analysis
D)perceptual mapping

Question

Quizplus · Accepted Answer

Multiple regression analysis is the most appropriate procedure to determine the contribution of multiple factors (dollars spent on advertising, number of salespeople, number of new products introduced, and dollars spent on research and development) to the growth in company market share. Conjoint analysis is used to determine the relative importance of different attributes in consumer decision-making. Cluster analysis is used to group similar entities based on their characteristics. Perceptual mapping is used to understand how consumers perceive different products or brands. None of these techniques directly address the question of the contribution of multiple factors to market share growth.

Suppose an Analyst Wanted to Determine Whether or Not Dollars