Question 1

is a computer program developed for conducting conjoint analysis.

Accepted Answer

A)  MONANOVA 
B)  APM 
C)  PREFMAP 
D)  Both B and C 
A)  MONANOVA 
B)  APM 
C)  PREFMAP 
D)  Both B and C

Question 2

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

Accepted Answer

A)  Input data should be obtained via attribute- based approaches to obtaining perception data. 
B)  Spatial maps are obtained by plotting brand scores on the factors. 
C)  Factor weights can be used to label the dimensions. 
D)  Both A and C are true. 
A)  Input data should be obtained via attribute- based approaches to obtaining perception data. 
B)  Spatial maps are obtained by plotting brand scores on the factors. 
C)  Factor weights can be used to label the dimensions. 
D)  Both A and C are true.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

In order to perform internal analysis of preferences, both preference and perception data must be obtained.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Which statement is true about the full- profile approach to constructing conjoint analysis stimuli?

Accepted Answer

A)  It is possible to reduce the number of paired comparisons by using cyclical designs. 
B)  The advantage of pair- wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
C)  The disadvantage of pair- wise is that it requires more evaluations than the full- profile approach. 
D)  The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
A)  It is possible to reduce the number of paired comparisons by using cyclical designs. 
B)  The advantage of pair- wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
C)  The disadvantage of pair- wise is that it requires more evaluations than the full- profile approach. 
D)  The number of stimulus profiles can be greatly reduced by means of fractional factorial designs.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

External analysis of preferences is preferred in most situations.

Accepted Answer

A) True 
 B)False

Question 9

For interpreting conjoint analysis, it is helpful to plot the part- worth functions.

Accepted Answer

A) True 
 B)False

Question 10

The metric and non- metric MDS methods often produce vastly different results.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

The derivation and use of lie at the heart of multidimensional scaling.

Accepted Answer

A)  contrasts 
B)  pair- wise tables 
C)  part- worth functions 
D)  perceptual maps 
A)  contrasts 
B)  pair- wise tables 
C)  part- worth functions 
D)  perceptual maps

Question 13

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

Question 14

Conjoint analysis assumes that the important attributes of a product can be identified.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, Wi.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A)  derived 
B)  direct 
C)  Likert 
D)  preference 
A)  derived 
B)  direct 
C)  Likert 
D)  preference

Question 19

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 20

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

Accepted Answer

Direct approaches have the advantage tha

Exam 21: Multidimensional Scaling and

is a computer program developed for conducting conjoint analysis.

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

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

In order to perform internal analysis of preferences, both preference and perception data must be obtained.

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.

Which statement is true about the full- profile approach to constructing conjoint analysis stimuli?

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

External analysis of preferences is preferred in most situations.

For interpreting conjoint analysis, it is helpful to plot the part- worth functions.

The metric and non- metric MDS methods often produce vastly different results.

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

The derivation and use of lie at the heart of multidimensional scaling.

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

Conjoint analysis assumes that the important attributes of a product can be identified.

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

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, Wi.

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

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.

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

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

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

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.