A score in conjoint analysis used to represent each aspect of a product or service in a participant's overall preference ratings is called a _____ score.
A) Z
B) error
C) factor
D) utility
E) mean

Question

Quizplus · Accepted Answer

The score in conjoint analysis that represents each aspect of a product or service in a participant's overall preference ratings is called a utility score. Utility scores are used to measure the desirability of each feature and level of a product or service and are derived from the participant's rankings or ratings of the different product profiles. Z-scores are used in statistical analysis to normalize data, error scores are used to measure the accuracy of estimates, factor scores are used in factor analysis, and mean scores are used to represent the average value of a data set.

A Score in Conjoint Analysis Used to Represent Each Aspect