1. What is an important assumption in Conjoint Analysis?

a) Customers cannot reliably express how they weight separate product attributes when forming overall product preferences.

b) Customers can reliably express how they weight separate product attributes when forming overall product preferences.

c) Customers want everything for free.

d) Customers can easily pin-point what it is they value in a particular product or service.

e) Customers can reliably express how individual product attributes affect their willingness to pay for a product or service.

2. Based on general guidelines, at most, how many product attributes should be included in a Conjoint Analysis?

a) A maximum of 20 product attributes.

b) A maximum of 10 product attributes.

c) A maximum of 6 product attributes.

d) A maximum of 12 product attributes.

e) A maximum of 3 product attributes.

3. Briefly describe the successful use case application of Conjoint Analysis for Courtyard by Marriott. Focus on describing the problem, aim and results of the Conjoint Analysis.

4. . Why should researchers be careful not to include too many product attributes in a Conjoint Analysis?