Question 1

In order to perform internal analysis of preferences,both preference and perception data must be obtained.

Accepted Answer

A) True 
 B)False  False

Question 2

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

Accepted Answer

A) Formulating the problem 
B) Obtaining input data 
C) Selecting an MDS procedure 
D) Deciding on the number of dimensions 
A) Formulating the problem 
B) Obtaining input data 
C) Selecting an MDS procedure 
D) Deciding on the number of dimensions A

Question 3

In MDS,at minimum,________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

Accepted Answer

A) 6;20 
B) 6;25 
C) 8;20 
D) 8;25 
A) 6;20 
B) 6;25 
C) 8;20 
D) 8;25 D

Question 4

When conducting conjoint analysis in ________,the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Accepted Answer

A) formulating the problem 
B) constructing the stimuli 
C) deciding on the form of input data 
D) selecting a conjoint analysis procedure 
A) formulating the problem 
B) constructing the stimuli 
C) deciding on the form of input data 
D) selecting a conjoint analysis procedure

Question 5

For interpreting conjoint analysis,it is helpful to plot the part-worth functions.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not a factor influencing the MDS selection procedure?

Accepted Answer

A) whether some of the original values will be used in subsequent analysis 
B) whether perception or preference data are being scaled,or whether the analysis requires both kinds of data 
C) the nature of the input data 
D) whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level 
A) whether some of the original values will be used in subsequent analysis 
B) whether perception or preference data are being scaled,or whether the analysis requires both kinds of data 
C) the nature of the input data 
D) whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level

Question 7

Conjoint analysis assumes that the important attributes of a product can be identified.

Accepted Answer

A) True 
 B)False

Question 8

List the steps in conjoint analysis.

Accepted Answer

Formulate the problem.
Constru

Question 9

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

Accepted Answer

A) It is possible to reduce the number of paired comparisons by using cyclical designs. 
B) The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C) The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
D) The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach. 
A) It is possible to reduce the number of paired comparisons by using cyclical designs. 
B) The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C) The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
D) The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach.

Question 10

Suppose a researcher is interested in obtaining consumer perceptions of automobiles,the choice of the number and specific brands or stimuli to be included in the MDS analysis should be based on the statement of the marketing research problem and theory only.The researcher should not bias the research by also using his judgment to determine what should be included in the analysis.

Accepted Answer

A) True 
 B)False

Question 11

Which statement is true about using discriminant analysis to create spatial maps?

Accepted Answer

A) Spatial maps are obtained by plotting brand scores on the factors. 
B) Input data should be obtained via attribute-based approaches to obtaining perception data. 
C) Factor weights can be used to label the dimensions. 
D) Both A and C are true. 
A) Spatial maps are obtained by plotting brand scores on the factors. 
B) Input data should be obtained via attribute-based approaches to obtaining perception data. 
C) Factor weights can be used to label the dimensions. 
D) Both A and C are true.

Question 12

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

Accepted Answer

A) True 
 B)False

Question 13

Which statement is true about using factor analysis to create spatial maps?

Accepted Answer

A) By factor analyzing the data obtained using attribute-based approaches,one could derive,for each respondent,n factor scores for each factor,one for each brand. 
B) The dimensions would be labeled by examining the eigenvalues. 
C) Discriminant weights can be used to label the dimensions. 
D) Both A and B are correct. 
A) By factor analyzing the data obtained using attribute-based approaches,one could derive,for each respondent,n factor scores for each factor,one for each brand. 
B) The dimensions would be labeled by examining the eigenvalues. 
C) Discriminant weights can be used to label the dimensions. 
D) Both A and B are correct.

Question 14

Quantitative data can be mapped using correspondence analysis.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is not a way to assess reliability and validity of the MDS solution?

Accepted Answer

A) Collect input data at two different points in time and then determine test-retest reliability. 
B) Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
C) Add a random error term to the input data,subject the resulting data to MDS analysis,and compare the solutions. 
D) All of the above are ways to assess reliability and validity. 
A) Collect input data at two different points in time and then determine test-retest reliability. 
B) Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
C) Add a random error term to the input data,subject the resulting data to MDS analysis,and compare the solutions. 
D) All of the above are ways to assess reliability and validity.

Question 16

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

Accepted Answer

A) True 
 B)False

Question 17

The metric MDS procedures assume that input data are metric and the output is also metric.

Accepted Answer

A) True 
 B)False

Question 18

External analysis of preferences is preferred in most situations.

Accepted Answer

A) True 
 B)False

Question 19

The pair-wise approach to conducting conjoint analysis stimuli is more commonly used than the full-profile approach.

Accepted Answer

A) True 
 B)False

Question 20

Which statement is true about correspondence analysis?

Accepted Answer

A) The interpretation of results is similar to that in chi-square analysis. 
B) An advantage over other MDS techniques is that it reduces the data collection demands put on the respondents because only interval or ratio data are obtained. 
C) A disadvantage is that between-set distances cannot be meaningfully interpreted. 
D) All of the statements are true. 
A) The interpretation of results is similar to that in chi-square analysis. 
B) An advantage over other MDS techniques is that it reduces the data collection demands put on the respondents because only interval or ratio data are obtained. 
C) A disadvantage is that between-set distances cannot be meaningfully interpreted. 
D) All of the statements are true.

Exam 21: Multidimensional Scaling and Conjoint Analysis

In order to perform internal analysis of preferences,both preference and perception data must be obtained.

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

In MDS,at minimum,________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

When conducting conjoint analysis in ________,the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

For interpreting conjoint analysis,it is helpful to plot the part-worth functions.

Which of the following is not a factor influencing the MDS selection procedure?

Conjoint analysis assumes that the important attributes of a product can be identified.

List the steps in conjoint analysis.

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

Which statement is true about using discriminant analysis to create spatial maps?

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

Which statement is true about using factor analysis to create spatial maps?

Quantitative data can be mapped using correspondence analysis.

Which of the following is not a way to assess reliability and validity of the MDS solution?

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

The metric MDS procedures assume that input data are metric and the output is also metric.

External analysis of preferences is preferred in most situations.

The pair-wise approach to conducting conjoint analysis stimuli is more commonly used than the full-profile approach.

Which statement is true about correspondence analysis?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

In MDS,at minimum, brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than brands is likely to be cumbersome and may result in respondent fatigue.