Consumer Behavior Consumer Behavior Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

Consumer Behavior

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

A. Cluster analysis
B. Conjoint analysis
C. Factor analysis
D. Multidimensional scaling

Answer: C

Consumer Behavior

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use:

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