Question 1

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

Accepted Answer

A) True 
 B)False

Question 2

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

Accepted Answer

A) True 
 B)False

Question 3

In conjoint analysis,the attribute's importance is normalized to ascertain its importance relative to other attributes,Wi.

Accepted Answer

A) True 
 B)False

Question 4

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.

Accepted Answer

A) Metric analysis of preferences 
B) Correspondence analysis 
C) Internal analysis of preferences 
D) External analysis of preferences 
A) Metric analysis of preferences 
B) Correspondence analysis 
C) Internal analysis of preferences 
D) External analysis of preferences

Question 5

The fit of an MDS solution is commonly assessed by the stress measure.Stress is a goodness-of-fit measure;higher values of stress indicate better fits.

Accepted Answer

A) True 
 B)False

Question 6

The metric and non-metric MDS methods often produce vastly different results.

Accepted Answer

A) True 
 B)False

Question 7

Which is an advantage of the derived approach to collecting perception data?

Accepted Answer

A) Respondents make similarity judgments using their own criteria,as they would under normal circumstances. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) Both A and C are advantages. 
A) Respondents make similarity judgments using their own criteria,as they would under normal circumstances. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) Both A and C are advantages.

Question 8

Perception data may be direct or derived.

Accepted Answer

A) True 
 B)False

Question 9

For metric conjoint analysis input data,the respondents provide ratings.

Accepted Answer

A) True 
 B)False

Question 10

________ is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

Accepted Answer

A) Conjoint analysis 
B) Correspondence analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS) 
A) Conjoint analysis 
B) Correspondence analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS)

Question 11

Contrast conjoint analysis with MDS.

Accepted Answer

Like multidimensional scaling,conjoint a

Question 12

In conjoint analysis,the importance of an attribute,Ii,is defined in terms of the range of the part-worths,αij,across the levels of that attribute Ii = {max(αij)- min(αij)},for each i.

Accepted Answer

A) True 
 B)False

Question 13

In conjoint analysis,________ are a special class of fractional designs that enable the efficient estimation of all main effects.

Accepted Answer

A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels 
A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels

Question 14

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

Accepted Answer

Direct approaches have the advantage tha

Question 15

MDS solutions are subject to substantial random variability.

Accepted Answer

A) True 
 B)False

Question 16

Which approach is best to use to obtain perception data,the direct approach or the derived approach?

Accepted Answer

The direct approaches are more frequentl

Question 17

What are the steps involved in conducting multidimensional scaling?

Accepted Answer

∙ formulate the problem
∙ obta

Question 18

The derivation and use of ________ lie at the heart of multidimensional scaling.

Accepted Answer

A) perceptual maps 
B) pair-wise tables 
C) part-worth functions 
D) contrasts 
A) perceptual maps 
B) pair-wise tables 
C) part-worth functions 
D) contrasts

Question 19

In conjoint analysis,________ are utility functions that describe the utility consumers attach to the levels of each attribute.

Accepted Answer

A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels 
A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels

Question 20

________ is a lack of fit measure;higher values indicate poorer fits.

Accepted Answer

A) Attribute levels 
B) Stress 
C) R-square 
D) Relative importance weights 
A) Attribute levels 
B) Stress 
C) R-square 
D) Relative importance weights

Exam 21: Multidimensional Scaling and Conjoint Analysis

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

In conjoint analysis,the attribute's importance is normalized to ascertain its importance relative to other attributes,Wi.

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.

The fit of an MDS solution is commonly assessed by the stress measure.Stress is a goodness-of-fit measure;higher values of stress indicate better fits.

The metric and non-metric MDS methods often produce vastly different results.

Which is an advantage of the derived approach to collecting perception data?

Perception data may be direct or derived.

For metric conjoint analysis input data,the respondents provide ratings.

________ is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

Contrast conjoint analysis with MDS.

In conjoint analysis,the importance of an attribute,Ii,is defined in terms of the range of the part-worths,αij,across the levels of that attribute Ii = {max(αij)- min(αij)},for each i.

In conjoint analysis,________ are a special class of fractional designs that enable the efficient estimation of all main effects.

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

MDS solutions are subject to substantial random variability.

Which approach is best to use to obtain perception data,the direct approach or the derived approach?

What are the steps involved in conducting multidimensional scaling?

The derivation and use of ________ lie at the heart of multidimensional scaling.

In conjoint analysis,________ are utility functions that describe the utility consumers attach to the levels of each attribute.

________ is a lack of fit measure;higher values indicate poorer fits.

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 conjoint analysis,the attribute's importance is normalized to ascertain its importance relative to other attributes,W_i.

In conjoint analysis,the importance of an attribute,I_i,is defined in terms of the range of the part-worths,α_ij,across the levels of that attribute I_i = {max(α_ij)- min(α_ij)},for each i.