In a survey,Sam was asked to rank on a scale of 1 to 5 how important different cell phone features were to him.The result was then used by the surveying firm to assess the different attributes of the ranking.This survey can be called a(n) _____ analysis.
A) attribute
B) functional
C) comparative
D) conjoint

Question

Quizplus · Accepted Answer

Conjoint analysis is used to measure the importance that respondents attach to different attributes of a product or service. It involves presenting different combinations of attributes and asking respondents to rank or rate them, and then analyzing the data to determine the relative importance of each attribute. In this case, the survey asked Sam to rank different cell phone features, which is a form of conjoint analysis.

In a Survey,Sam Was Asked to Rank on a Scale