A consumer researcher wants to understand the attributes that guide consumers’ preferences when deciding among different brands of laundry detergent. She asks consumers to compare alternatives across levels of attributes, such as price, gentleness, and scent. These comparisons allow the researcher to determine the expected utility associated with each alternative. Which type of analysis is the researcher conducting?
A. compensatory analysis
B. noncompensatory analysis
C. regression analysis
D. conjoint analysis