The Following Questions Focus on Conjoint Measurement

Multiple Choice

The following questions focus on Conjoint Measurement:
-Which of the following statements regarding conjoint analysis is FALSE?

A) The technique is restricted to product evaluations.
B) The utilities assigned each attribute level are typically added to determine the total utility for each alternative.
C) The pairwise procedure treats two attributes at a time but considers all possible pairs.
D) It is typically easier for subjects to supply pairwise judgments than full profile judgments.
E) Subjects typically need to make more judgments with the pairwise approach than the full profile approach.