Exam 21: Multidimensional Scaling and Conjoint Analysis

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?

________ is a method of configuring a spatial map,such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

Spatial maps are computed in such a way that the fit increases as the number of dimensions decreases.

________ data order the brands or stimuli in terms of respondents' preferences for some property.

If the attribute-based approaches are used to obtain input data,spatial maps can also be obtained by using factor or discriminant analysis.

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

In ________ approaches to collecting perception data,the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

The interpretation of results in correspondence analysis is similar to that in principal components analysis.

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Which of the following is not one of the procedures for assessing the reliability and validity of conjoint analysis results?

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

________ is a computer program developed for conducting conjoint analysis.

To develop spatial maps by means of discriminant analysis,the independent variable is the brand rated and the dependent variables are the attribute ratings.

What are the two main purposes for which hybrid conjoint analysis models were developed?

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.

Gaps in the spatial map may indicate potential opportunities for introducing new products.

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

If individual-respondent level analysis has been conducted,the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

When conducting conjoint analysis,the attributes selected should be salient in influencing consumer preference and choice.