Exam 21: Multidimensional Scaling and

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.

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

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

If you are determining if you should have respondents rank or rate nonmetric or metric data, you are at which step of conducting conjoint analysis?

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.

What are the limitations of conjoint analysis?

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

Which statement is true about correspondence analysis?

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

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

Correspondence analysis data is binary or categorical.

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does X_ij represent? $U ( X ) =$

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

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

List the steps in conjoint analysis.

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

MDS solutions are subject to substantial random variability.

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

In conjoint analysis, the dependent variable is usually preference or intention to buy.

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