Question 1

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

Accepted Answer

A)  Internal validity can be determined by correlating predicted evaluations with those obtained from the respondents. 
B)  Test- retest reliability can be assessed by obtaining a few replicated judgments and correlating them. 
C)  Stress values or badness of fit measures should be evaluated. Stress values vary with the type of conjoint analysis procedure and the data being analyzed. 
D)  The goodness of fit of the estimated model (R2) should be evaluated. 
A)  Internal validity can be determined by correlating predicted evaluations with those obtained from the respondents. 
B)  Test- retest reliability can be assessed by obtaining a few replicated judgments and correlating them. 
C)  Stress values or badness of fit measures should be evaluated. Stress values vary with the type of conjoint analysis procedure and the data being analyzed. 
D)  The goodness of fit of the estimated model (R2) should be evaluated.

Question 2

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

Accepted Answer

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

Question 3

is a computer program developed for conducting MDS.

Accepted Answer

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

Question 4

Suppose a researcher is interested in obtaining consumer perceptions of automobiles, the choice of the number and specific brands or stimuli to be included in the MDS analysis should be based on the statement of the marketing research problem and theory only. The researcher should not bias the research by also using his judgment to determine what should be included in the analysis.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels 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)  The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes. 
A)  Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels 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)  The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes.

Question 6

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 7

Which statement is true about using factor analysis to create spatial maps?

Accepted Answer

A)  The dimensions would be labeled by examining the eigenvalues. 
B)  Discriminant weights can be used to label the dimensions. 
C)  By factor analyzing the data obtained using attribute- based approaches, one could derive, for each respondent, n factor scores for each factor, one for each brand. 
D)  Both A and B are correct. 
A)  The dimensions would be labeled by examining the eigenvalues. 
B)  Discriminant weights can be used to label the dimensions. 
C)  By factor analyzing the data obtained using attribute- based approaches, one could derive, for each respondent, n factor scores for each factor, one for each brand. 
D)  Both A and B are correct.

Question 8

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 9

The metric MDS procedures assume that input data are metric and the output is also metric.

Accepted Answer

A) True 
 B)False

Question 10

Perception data may be direct or derived.

Accepted Answer

A) True 
 B)False

Question 11

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 12

In MDS, at minimum, brands or stimuli should be included so as to obtain a well- defined spatial map. Including more than _ brands is likely to be cumbersome and may result in respondent fatigue.

Accepted Answer

A)  8; 20 
B)  6; 20 
C)  8; 25 
D)  6; 25 
A)  8; 20 
B)  6; 20 
C)  8; 25 
D)  6; 25

Question 13

What are the steps involved in conducting multidimensional scaling?

Accepted Answer

• formulate the problem
• obta

Question 14

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?

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 15

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

Accepted Answer

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

Question 16

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does m represent?
U(X) =
M
Σ
I=1
Ki
Σ αijXij j=1

Accepted Answer

A)  1 if the jth level of the ith attribute is present, or 0 otherwise 
B)  the part- worth contribution or utility associated with jth level (j, j=1, 2, ...ki) of the ith attribute (i, i=1, 2, ...m) 
C)  number of attributes 
D)  number of levels of attribute i 
A)  1 if the jth level of the ith attribute is present, or 0 otherwise 
B)  the part- worth contribution or utility associated with jth level (j, j=1, 2, ...ki) of the ith attribute (i, i=1, 2, ...m) 
C)  number of attributes 
D)  number of levels of attribute i

Question 17

requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

Accepted Answer

A)  Obtaining input data 
B)  Selecting an MDS procedure 
C)  Formulating the problem 
D)  Deciding on the number of dimensions 
A)  Obtaining input data 
B)  Selecting an MDS procedure 
C)  Formulating the problem 
D)  Deciding on the number of dimensions

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

When conducting conjoint analysis in _ , the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Accepted Answer

A)  selecting a conjoint analysis procedure 
B)  formulating the problem 
C)  constructing the stimuli 
D)  deciding on the form of input data 
A)  selecting a conjoint analysis procedure 
B)  formulating the problem 
C)  constructing the stimuli 
D)  deciding on the form of input data

Question 20

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

Accepted Answer

A)  relative importance weights 
B)  stress 
C)  attribute levels 
D)  R- square 
A)  relative importance weights 
B)  stress 
C)  attribute levels 
D)  R- square

Exam 21: Multidimensional Scaling and

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

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

is a computer program developed for conducting MDS.

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

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

Which statement is true about using factor analysis to create spatial maps?

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

The metric MDS procedures assume that input data are metric and the output is also metric.

Perception data may be direct or derived.

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

In MDS, at minimum, brands or stimuli should be included so as to obtain a well- defined spatial map. Including more than _ brands is likely to be cumbersome and may result in respondent fatigue.

What are the steps involved in conducting multidimensional scaling?

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?

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

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does m represent? U(X) = M Σ I=1 Ki Σ αijXij j=1

requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

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

When conducting conjoint analysis in _ , the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

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

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Structural Equation Modeling

Report Preparation and

International Marketing

Filters

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does m represent? U(X) = M Σ I=1 Ki _Σ^αij^Xij j=1