Question 1

Various ways to label dimensions obtained in MDS were mentioned in the text. Which of the ways below was not mentioned in your text?

Accepted Answer

A)  label based on the criteria respondents used in making their evaluations 
B)  Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
C)  Axes may be labeled for the attributes with which they are most closely aligned. 
D)  none of the above 
A)  label based on the criteria respondents used in making their evaluations 
B)  Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
C)  Axes may be labeled for the attributes with which they are most closely aligned. 
D)  none of the above

Question 2

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

Accepted Answer

A)  The criteria are influenced by the brands or stimuli being evaluated. 
B)  The spatial map obtained depends upon the attributes identified. 
C)  The researcher must identify all the salient attributes. 
D)  Both B and C are disadvantages. 
A)  The criteria are influenced by the brands or stimuli being evaluated. 
B)  The spatial map obtained depends upon the attributes identified. 
C)  The researcher must identify all the salient attributes. 
D)  Both B and C are disadvantages.

Question 3

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two- dimensional maps or configurations than with those involving more 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 4

The direct approaches to collecting perception data are used more frequently than the attribute- based approaches.

Accepted Answer

A) True 
 B)False

Question 5

To develop spatial maps by means of discriminant analysis, the independent variable is the brand rated, and the dependent variables are the attribute ratings.

Accepted Answer

A) True 
 B)False

Question 6

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 7

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does αij 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 8

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Accepted Answer

A) True 
 B)False

Question 9

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade- offs.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not a factor influencing the MDS selection procedure?

Accepted Answer

A)  whether perception or preference data are being scaled, or whether the analysis requires both kinds of data 
B)  the nature of the input data 
C)  whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level 
D)  whether some of the original values will be used in subsequent analysis 
A)  whether perception or preference data are being scaled, or whether the analysis requires both kinds of data 
B)  the nature of the input data 
C)  whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level 
D)  whether some of the original values will be used in subsequent analysis

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Each dimension determined in MDS represents only one attribute.

Accepted Answer

A) True 
 B)False

Question 13

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

Accepted Answer

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

Question 14

How does hybrid conjoint analysis simplify the data collection task?

Accepted Answer

In the hybrid approach, the respondents

Question 15

The fit of an MDS solution is commonly assessed by the stress measure. Stress is a goodness- of- fit measure; higher values of stress indicate better fits.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

In conjoint analysis, are utility functions that describe the utility consumers attach to the levels of each attribute.

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 18

For metric conjoint analysis input data, the respondents provide ratings.

Accepted Answer

A) True 
 B)False

Question 19

MDS could be used for all of the marketing applications below except:

Accepted Answer

A)  Channel decisions-judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions. 
B)  Market segmentation - position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
C)  Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
D)  Consumer intention-how do consumer's intentions to buy the brand vary with different price levels? 
A)  Channel decisions-judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions. 
B)  Market segmentation - position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
C)  Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
D)  Consumer intention-how do consumer's intentions to buy the brand vary with different price levels?

Question 20

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

Accepted Answer

A)  The researcher does not have to identify a set of salient attributes. 
B)  It is easy to identify respondents with homogeneous perceptions. 
C)  Respondents make similarity judgments using their own criteria, as they would under normal circumstances. 
D)  Both A and C are advantages. 
A)  The researcher does not have to identify a set of salient attributes. 
B)  It is easy to identify respondents with homogeneous perceptions. 
C)  Respondents make similarity judgments using their own criteria, as they would under normal circumstances. 
D)  Both A and C are advantages.

Exam 21: Multidimensional Scaling and

Various ways to label dimensions obtained in MDS were mentioned in the text. Which of the ways below was not mentioned in your text?

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

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two- dimensional maps or configurations than with those involving more dimensions?

The direct approaches to collecting perception data are used more frequently than the attribute- based approaches.

To develop spatial maps by means of discriminant analysis, the independent variable is the brand rated, and the dependent variables are the attribute ratings.

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

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

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade- offs.

Which of the following is not a factor influencing the MDS selection procedure?

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

Each dimension determined in MDS represents only one attribute.

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

How does hybrid conjoint analysis simplify the data collection task?

The fit of an MDS solution is commonly assessed by the stress measure. Stress is a goodness- of- fit measure; higher values of stress indicate better fits.

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

In conjoint analysis, are utility functions that describe the utility consumers attach to the levels of each attribute.

For metric conjoint analysis input data, the respondents provide ratings.

MDS could be used for all of the marketing applications below except:

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

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 α_ijrepresent? U(X) = M Σ I=1 Ki _Σ^αij^Xij j=1