Gail Was Participating in a Market Research Study, and She

Multiple Choice

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

A) perceptual mapping
B) conjoint analysis
C) evaluative mapping
D) regression analysis
E) factor analysis