Question

LowStress Marketing Research designed a perceptual mapping study to compare several leading brands of soap for Bubbles O'Connor, product manager for Slippery Soap. Bubbles asked to see a sample question from the study and was shown the following format: Slipery Soap is a disinfectant soap: 1) Strongly Agree, 2) Agree, 3) Neither Agree or Disagree, 4) Disagree, 5) Strongly Disagree. In addition, Bubbles saw the results from the regression analysis for soaps in the study which showed the following equation: Overall Preference -2.1+2.3* Cleaning Ability+1.0 Cost0.6 * Disinfecting Ability. What would the two axes be in this study: 1. Cleaning Ability and Cost 2. Cost and Disinfecting Ability 3. Cleaning Ability and Disinfecting Abilty 4. Not enough Information

Answer 1

The two axes in this study would be Cleaning Ability and Disinfecting Ability. Because the slope of Cost is not meaningful because the value of the slope is 1.