1. Based on the conceptual framework of multi-attribute choice model, generating consumers perceptual map for a product category requires knowledge of:

A. Consumers average attribute scores for each competitive brand

B. Consumers relative importance weights for each attribute

C. Consumers demographic characteristics

D. All of the above

E. A & B from the above

2. Based on the conceptual framework of multi-attribute choice model, generating consumers preference map for a product category requires knowledge of:

A. Consumers average attribute scores for each competitive brand

B. Consumers relative importance weights for each attribute

C. Consumers demographic characteristics

D. All of the above

E. A & B from the above

3. If you have 7 product attributes and 6 competing brands to work with in a given product category, how many distinct preference maps in all could be created?

A. 5

B. 10

C. 15

D. 21

E. None of the above

4. Suppose you are interested in using the Conjoint Analysis technique to generate preference maps in a product category. You have identified that there are 5 product attributes in that product category, and each of those 5 product attributes has 2 distinct levels (Low and High). What is the maximum number of distinct product profiles that can be created in this product category?

A. 4

B. 12

C. 27

D. 32

E. 81