Which of the Following Statements Is NOT True Concerning Conjoint

Multiple Choice

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