Question 1

For nonmetric conjoint analysis input data,the respondents are typically required to provide rank order evaluations.

Accepted Answer

A) True 
 B)False

Question 2

With the full-profile approach to constructing conjoint analysis stimuli,respondents rank all the stimulus profiles.

Accepted Answer

A) True 
 B)False

Question 3

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

Accepted Answer

A) True 
 B)False

Question 4

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

Accepted Answer

A) True 
 B)False

Question 5

The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is not true concerning conjoint analysis?

Accepted Answer

A) The underlying assumption is that any set of stimuli,such as products,brands,or stores,is evaluated as a bundle of attributes. 
B) Unlike multidimensional scaling,conjoint analysis relies on respondent's objective evaluations. 
C) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. 
D) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes. 
A) The underlying assumption is that any set of stimuli,such as products,brands,or stores,is evaluated as a bundle of attributes. 
B) Unlike multidimensional scaling,conjoint analysis relies on respondent's objective evaluations. 
C) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. 
D) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

Question 7

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?

Accepted Answer

A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion 
A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion

Question 8

Stress values indicate the proportion of variance of the optimally scaled data that is not accounted for by the MDS model.

Accepted Answer

A) True 
 B)False

Question 9

Decisions related to selecting the conjoint analysis procedure include all of the following except ________.

Accepted Answer

A) whether perception or preference data are being scaled 
B) whether to average the data at the individual-respondent level or the aggregate level 
C) which grouping procedure to use 
D) which model for estimating parameters should be specified 
A) whether perception or preference data are being scaled 
B) whether to average the data at the individual-respondent level or the aggregate level 
C) which grouping procedure to use 
D) which model for estimating parameters should be specified

Question 10

What are the limitations of conjoint analysis?

Accepted Answer

In situations where image or brand name

Question 11

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

Accepted Answer

A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion 
A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion

Question 12

In (the)________ for constructing conjoint analysis stimuli,respondents evaluate two attributes at a time until all the possible pairs of attributes have been evaluated.

Accepted Answer

A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C 
A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C

Question 13

Correspondence analysis is an explanatory data analysis technique that is not suitable for hypothesis testing.

Accepted Answer

A) True 
 B)False

Question 14

The text reports on a research project which used MDS to plot the perceived ethics of marketing research firms using a broad-based moral equity dimension (factor 1)and a relativistic dimension (factor 2).Based on the research,internal marketing research departments are perceived to be the most ethical on both dimensions.

Accepted Answer

A) True 
 B)False

Question 15

In conjoint analysis,________ are the values assumed by the attributes.

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 16

Correspondence analysis data is binary or categorical.

Accepted Answer

A) True 
 B)False

Question 17

Which of the ways below is not a way in which preference data might be obtained?

Accepted Answer

A) asking respondents to rank brands from the most preferred to the least preferred 
B) asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
C) asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
D) asking respondents for preference ratings for the various brands 
A) asking respondents to rank brands from the most preferred to the least preferred 
B) asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
C) asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
D) asking respondents for preference ratings for the various brands

Question 18

When constructing conjoint analysis,full or complete profiles of brands are constructed for all the attributes in (the)________.

Accepted Answer

A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C 
A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C

Question 19

Preference data order the brands or stimuli in terms of respondents' preference for some property.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) It is easier to label the dimensions. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) The respondents can be clustered based on the attribute ratings. 
A) It is easier to label the dimensions. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) The respondents can be clustered based on the attribute ratings.

Exam 21: Multidimensional Scaling and Conjoint Analysis

For nonmetric conjoint analysis input data,the respondents are typically required to provide rank order evaluations.

With the full-profile approach to constructing conjoint analysis stimuli,respondents rank all the stimulus profiles.

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.

Which of the following statements is not true concerning conjoint analysis?

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?

Stress values indicate the proportion of variance of the optimally scaled data that is not accounted for by the MDS model.

Decisions related to selecting the conjoint analysis procedure include all of the following except ________.

What are the limitations of conjoint analysis?

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

In (the)________ for constructing conjoint analysis stimuli,respondents evaluate two attributes at a time until all the possible pairs of attributes have been evaluated.

Correspondence analysis is an explanatory data analysis technique that is not suitable for hypothesis testing.

In conjoint analysis,________ are the values assumed by the attributes.

Correspondence analysis data is binary or categorical.

Which of the ways below is not a way in which preference data might be obtained?

When constructing conjoint analysis,full or complete profiles of brands are constructed for all the attributes in (the)________.

Preference data order the brands or stimuli in terms of respondents' preference for some property.

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

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