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 also include other elements besides products or brands, such as pricing options or service features. Therefore, statement D is not always true.

Which of the Following Statements Is Not True Concerning Conjoint