Question 1

Define and describe hybrid conjoint analysis.

Accepted Answer

Hybrid conjoint analysis is an attempt t

Question 2

If the attribute- based approaches are used to obtain input data, spatial maps can also be obtained by using factor or discriminant analysis.

Accepted Answer

A) True 
 B)False

Question 3

Contrast conjoint analysis with MDS.

Accepted Answer

Like multidimensional scaling, conjoint

Question 4

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

Accepted Answer

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

Question 5

In direct approaches to gathering perception data, respondents are asked to make similarity judgments on pairs of various brands or stimuli.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

What are the two main purposes for which hybrid conjoint analysis models were developed?

Accepted Answer

Hybrid models have been developed to ser

Question 8

The conjoint analysis procedure is based on trade- offs respondents make when evaluating alternatives.

Accepted Answer

A) True 
 B)False

Question 9

is a method of configuring a spatial map, such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception 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

In conjoint analysis, are the values assumed by the attributes.

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 11

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

Accepted Answer

A) True 
 B)False

Question 12

is (are) a lack of fit measure; higher values indicate poorer fits.

Accepted Answer

A)  Attribute levels 
B)  Relative importance weights 
C)  Stress 
D)  R- square 
A)  Attribute levels 
B)  Relative importance weights 
C)  Stress 
D)  R- square

Question 13

In MDS, when a spatial map is obtained, it is assumed that interpoint distances are scaled and that the axes of the map are multidimensional scaled.

Accepted Answer

A)  ratio; interval 
B)  ordinal; interval 
C)  interval; ratio 
D)  interval; interval 
A)  ratio; interval 
B)  ordinal; interval 
C)  interval; ratio 
D)  interval; interval

Question 14

is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

Accepted Answer

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

Question 15

is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

Accepted Answer

A)  Correspondence analysis 
B)  External analysis of preferences 
C)  Conjoint analysis 
D)  Internal analysis of preferences 
A)  Correspondence analysis 
B)  External analysis of preferences 
C)  Conjoint analysis 
D)  Internal analysis of preferences

Question 16

In conjoint analysis, the importance of an attribute, Ii, is defined in terms of the range of the part- worths, αij, across the levels of that attribute Ii = {max(αij) - min(αij)}, for each i.

Accepted Answer

A) True 
 B)False

Question 17

Which approach is best to use to obtain perception data, the direct approach or the derived approach?

Accepted Answer

The direct approaches are more frequentl

Question 18

Which of the following is not a way to assess reliability and validity of the MDS solution?

Accepted Answer

A)  Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
B)  Collect input data at two different points in time and then determine test- retest reliability. 
C)  Add a random error term to the input data, subject the resulting data to MDS analysis, and compare the solutions. 
D)  All of the above are ways to assess reliability and validity. 
A)  Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
B)  Collect input data at two different points in time and then determine test- retest reliability. 
C)  Add a random error term to the input data, subject the resulting data to MDS analysis, and compare the solutions. 
D)  All of the above are ways to assess reliability and validity.

Question 19

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 20

Decisions related to selecting the conjoint analysis procedure include all of the following except .

Accepted Answer

A)  which model for estimating parameters should be specified 
B)  whether perception or preference data are being scaled 
C)  whether to average the data at the individual- respondent level or the aggregate level 
D)  which grouping procedure to use 
A)  which model for estimating parameters should be specified 
B)  whether perception or preference data are being scaled 
C)  whether to average the data at the individual- respondent level or the aggregate level 
D)  which grouping procedure to use

Exam 21: Multidimensional Scaling and

Define and describe hybrid conjoint analysis.

If the attribute- based approaches are used to obtain input data, spatial maps can also be obtained by using factor or discriminant analysis.

Contrast conjoint analysis with MDS.

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

In direct approaches to gathering perception data, respondents are asked to make similarity judgments on pairs of various brands or stimuli.

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

What are the two main purposes for which hybrid conjoint analysis models were developed?

The conjoint analysis procedure is based on trade- offs respondents make when evaluating alternatives.

is a method of configuring a spatial map, such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

In conjoint analysis, are the values assumed by the attributes.

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

is (are) a lack of fit measure; higher values indicate poorer fits.

In MDS, when a spatial map is obtained, it is assumed that interpoint distances are scaled and that the axes of the map are multidimensional scaled.

is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

In conjoint analysis, the importance of an attribute, Ii, is defined in terms of the range of the part- worths, αij, across the levels of that attribute Ii = {max(αij) - min(αij)}, for each i.

Which approach is best to use to obtain perception data, the direct approach or the derived approach?

Which of the following is not a way to assess reliability and validity of the MDS solution?

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

Decisions related to selecting the conjoint analysis procedure include all of the following except .

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 importance of an attribute, I_i, is defined in terms of the range of the part- worths, α_ij, across the levels of that attribute I_i= {max(α_ij) - min(α_ij)}, for each i.