Question 1

Each dimension determined in MDS represents only one attribute.

Accepted Answer

A) True 
 B)False

Question 2

Correspondence analysis requires more effort on the part of the respondent than other MDS techniques.

Accepted Answer

A) True 
 B)False

Question 3

Direct approaches to collecting perception data are attribute-based approaches.

Accepted Answer

A) True 
 B)False

Question 4

Which statement is not true about formulating the conjoint analysis problem?

Accepted Answer

A) Attributes selected should be salient in influencing consumer preference and choice. 
B) Once the salient attributes have been identified,their appropriate level should be selected. 
C) The set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem. 
D) The researcher should take into account the attribute levels prevalent in the marketplace and the objectives of the study. 
A) Attributes selected should be salient in influencing consumer preference and choice. 
B) Once the salient attributes have been identified,their appropriate level should be selected. 
C) The set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem. 
D) The researcher should take into account the attribute levels prevalent in the marketplace and the objectives of the study.

Question 5

Non-metric MDS procedures assume that the input data are ordinal,and they result in ordinal output.

Accepted Answer

A) True 
 B)False

Question 6

When constructing conjoint analysis stimuli,it is necessary to evaluate all possible combinations of levels of the attributes.

Accepted Answer

A) True 
 B)False

Question 7

Which of the Kruskal's stress formula 1 values below represent a perfect fit of the MDS model?

Accepted Answer

A) 1)00 
B) 0)90 
C) 0)10 
D) 0 
A) 1)00 
B) 0)90 
C) 0)10 
D) 0

Question 8

How does hybrid conjoint analysis simplify the data collection task?

Accepted Answer

In the hybrid approach,the respondents e

Question 9

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

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 10

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

Accepted Answer

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

Question 11

Values of .60 or better are considered acceptable values of ________,the index of fit.

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

Question 12

In conjoint analysis,________ indicate which attributes are important in influencing consumer choice.

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 13

Which of the following is a way to interpret the configuration or spatial map?

Accepted Answer

A) examine dimension centroids 
B) profile dimensions in terms of variables that were not used in the MDS procedure 
C) examine variables that load high on a factor 
D) examine the coordinates and relative positions of the brands 
A) examine dimension centroids 
B) profile dimensions in terms of variables that were not used in the MDS procedure 
C) examine variables that load high on a factor 
D) examine the coordinates and relative positions of the brands

Question 14

What are the disadvantages of internal analysis of preferences?

Accepted Answer

In internal analysis,the differences in

Question 15

________ is a computer program developed for conducting MDS.

Accepted Answer

A) MONANOVA 
B) PREFMAP 
C) LINMAP 
D) SIMGRAF 
A) MONANOVA 
B) PREFMAP 
C) LINMAP 
D) SIMGRAF

Question 16

Conjoint analysis could be used for all of the marketing applications below except ________.

Accepted Answer

A) determining the relative importance of attributes in the consumer choice process 
B) estimating market share of brands that differ in attribute levels 
C) used as a general data reduction tool 
D) determining the composition of the most preferred brand 
A) determining the relative importance of attributes in the consumer choice process 
B) estimating market share of brands that differ in attribute levels 
C) used as a general data reduction tool 
D) determining the composition of the most preferred brand

Question 17

Which is a disadvantage of the derived approach to collecting perception data?

Accepted Answer

A) The criteria are influenced by the brands or stimuli being evaluated. 
B) The researcher must identify all the salient attributes. 
C) It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
D) It may be difficult to label the dimensions of the spatial map. 
A) The criteria are influenced by the brands or stimuli being evaluated. 
B) The researcher must identify all the salient attributes. 
C) It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
D) It may be difficult to label the dimensions of the spatial map.

Question 18

For Kruskal's stress formula 1,a stress value of zero would indicate a poor fit of the MDS model to the data.

Accepted Answer

A) True 
 B)False

Question 19

The configuration derived from preference data is very similar to that obtained from similarity data.

Accepted Answer

A) True 
 B)False

Question 20

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

Each dimension determined in MDS represents only one attribute.

Correspondence analysis requires more effort on the part of the respondent than other MDS techniques.

Direct approaches to collecting perception data are attribute-based approaches.

Which statement is not true about formulating the conjoint analysis problem?

Non-metric MDS procedures assume that the input data are ordinal,and they result in ordinal output.

When constructing conjoint analysis stimuli,it is necessary to evaluate all possible combinations of levels of the attributes.

Which of the Kruskal's stress formula 1 values below represent a perfect fit of the MDS model?

How does hybrid conjoint analysis simplify the data collection task?

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

Values of .60 or better are considered acceptable values of ________,the index of fit.

In conjoint analysis,________ indicate which attributes are important in influencing consumer choice.

Which of the following is a way to interpret the configuration or spatial map?

What are the disadvantages of internal analysis of preferences?

________ is a computer program developed for conducting MDS.

Conjoint analysis could be used for all of the marketing applications below except ________.

Which is a disadvantage of the derived approach to collecting perception data?

For Kruskal's stress formula 1,a stress value of zero would indicate a poor fit of the MDS model to the data.

The configuration derived from preference data is very similar to that obtained from similarity data.

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

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