Which of the following statements is NOT true concerning conjoint analysis?
A) The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes
B) It relies on respondent's subjective evaluations
C) It seeks to develop the part-worth or utility scores describing the importance of each aspect of a product or service in the subject's overall preference ratings
D) The stimuli in conjoint analysis are products or brands
E) Utility scores are computed from the subjects' rankings of a set of cards

Question

Quizplus · Accepted Answer

The stimuli in conjoint analysis can be products, brands, stores, but it is not limited to them. It can also include other concepts such as advertisements, packaging, or service features. Therefore, statement D is not always true.

Which of the Following Statements Is NOT True Concerning Conjoint