The Following Questions Focus on Conjoint Measurement

Multiple Choice

The following questions focus on Conjoint Measurement:
-Which of the following statements regarding the use of rating scale versus rank order judgments in conjoint analysis is FALSE?

A) The rating scale method is currently more popular.
B) A fundamental premise underlying the rank order method is that it makes the judgment task as close as possible to a consumer's behavior while actually shopping.
C) Rating scale data are easier to analyze.
D) When the rating method is used, subjects are asked to make relative judgments with respect to their preference for one alternative versus another.
E) a and d.