Question 1

In the full profile approach, respondents may be asked to rank order cards with complete product or service configurations.

Accepted Answer

A) True 
 B)False  False

Question 2

One of the applications of conjoint analysis is to the creation of new products with significant consumer appeal relative to competitive alternatives.

Accepted Answer

A) True 
 B)False  True

Question 3

Conjoint analysis has been found to have reliability problems in that different implications tend to arise if the full profile method is used instead of the trade-off approach.

Accepted Answer

A) True 
 B)False  False

Question 4

A trade-off is made by giving up some amount of a less important attribute to get more of a more important attribute.

Accepted Answer

A) True 
 B)False

Question 5

Multidimensional scaling attempts to

Accepted Answer

A) map consumers' perceptions and preferences for objects or their attributes. 
B) provide spatial relationships of objective data. 
C) map and transform distances. 
D) evaluate the positive and negative aspects of existing brands of a product. 
E) provide a perceptual map in the maximum number of dimensions possible. 
A) map consumers' perceptions and preferences for objects or their attributes. 
B) provide spatial relationships of objective data. 
C) map and transform distances. 
D) evaluate the positive and negative aspects of existing brands of a product. 
E) provide a perceptual map in the maximum number of dimensions possible.

Question 6

In order to be able to make trade-offs, the respondents must theoretically be able to 1-compare different attributes. 2-evaluate the desirability of the various levels of each attribute. 3-evaluate all the different products on the market on all attributes.

Accepted Answer

A) 1 
B) 2 
C) 3 
D) 1, 2, and 3 
E) 1 and 2 
A) 1 
B) 2 
C) 3 
D) 1, 2, and 3 
E) 1 and 2

Question 7

When each attribute is considered independently, respondents tend to indicate that only a few attributes are important.

Accepted Answer

A) True 
 B)False

Question 8

A source of error results with an attribute-based MDS if the list of attributes is not accurate and complete.

Accepted Answer

A) True 
 B)False

Question 9

The greater the number of objects to be mapped, the smaller the chance of a possibly unique mapping solution.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is an appropriate use of conjoint analysis?

Accepted Answer

A) To help select the features on a new product 
B) To help set prices 
C) To help predict the sales level of a new product 
D) To help predict the usage level of a new product 
E) All of these are appropriate uses of conjoint analysis. 
A) To help select the features on a new product 
B) To help set prices 
C) To help predict the sales level of a new product 
D) To help predict the usage level of a new product 
E) All of these are appropriate uses of conjoint analysis.

Question 11

When preferences for various attributes are in conflict, conjoint analysis cannot be used.

Accepted Answer

A) True 
 B)False

Question 12

The product "widget" is marketed by ten companies under at least 14 brand names.It is generally agreed that consumers perceive and evaluate the widgets as a whole.Under the circumstances, the results of an attribute-based MDS solution will be more valid than a non-attribute-based MDS solution.

Accepted Answer

A) True 
 B)False

Question 13

Utility measurements from conjoint analysis can be used to develop marketing simulations.

Accepted Answer

A) True 
 B)False

Question 14

Conjoint analysis assumes interaction between attributes.

Accepted Answer

A) True 
 B)False

Question 15

A limitation in the use of conjoint analysis is the necessity of dividing each attribute level into discrete levels.

Accepted Answer

A) True 
 B)False

Question 16

Multidimensional scaling involves two steps.First, objects need to be positioned.Second, the dimensions upon which customers perceive or evaluate objects must be determined.

Accepted Answer

A) True 
 B)False

Question 17

In a scaling solution, the most frequent trade-off is between minimizing the number of dimensions in the solution and maximizing the degree of fit.

Accepted Answer

A) True 
 B)False

Question 18

Two of the approaches used to reduce the number of attributes on which brands of a product are ranked are discriminant analysis and multiple regression analysis.

Accepted Answer

A) True 
 B)False

Question 19

Non-attribute-based similarity MDS solutions have the advantage of producing dimensions that are easy to interpret.

Accepted Answer

A) True 
 B)False

Question 20

A basic assumption of conjoint analysis is that people evaluate a concept by adding up their evaluations of the individual attribute levels of that concept.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

In the full profile approach, respondents may be asked to rank order cards with complete product or service configurations.

One of the applications of conjoint analysis is to the creation of new products with significant consumer appeal relative to competitive alternatives.

Conjoint analysis has been found to have reliability problems in that different implications tend to arise if the full profile method is used instead of the trade-off approach.

A trade-off is made by giving up some amount of a less important attribute to get more of a more important attribute.

Multidimensional scaling attempts to

In order to be able to make trade-offs, the respondents must theoretically be able to 1-compare different attributes. 2-evaluate the desirability of the various levels of each attribute. 3-evaluate all the different products on the market on all attributes.

When each attribute is considered independently, respondents tend to indicate that only a few attributes are important.

A source of error results with an attribute-based MDS if the list of attributes is not accurate and complete.

The greater the number of objects to be mapped, the smaller the chance of a possibly unique mapping solution.

Which of the following is an appropriate use of conjoint analysis?

When preferences for various attributes are in conflict, conjoint analysis cannot be used.

The product "widget" is marketed by ten companies under at least 14 brand names.It is generally agreed that consumers perceive and evaluate the widgets as a whole.Under the circumstances, the results of an attribute-based MDS solution will be more valid than a non-attribute-based MDS solution.

Utility measurements from conjoint analysis can be used to develop marketing simulations.

Conjoint analysis assumes interaction between attributes.

A limitation in the use of conjoint analysis is the necessity of dividing each attribute level into discrete levels.

Multidimensional scaling involves two steps.First, objects need to be positioned.Second, the dimensions upon which customers perceive or evaluate objects must be determined.

In a scaling solution, the most frequent trade-off is between minimizing the number of dimensions in the solution and maximizing the degree of fit.

Two of the approaches used to reduce the number of attributes on which brands of a product are ranked are discriminant analysis and multiple regression analysis.

Non-attribute-based similarity MDS solutions have the advantage of producing dimensions that are easy to interpret.

A basic assumption of conjoint analysis is that people evaluate a concept by adding up their evaluations of the individual attribute levels of that concept.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Ttitude Measurement

Signing the Questionnaire

Xperimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Iscriminant, Factor and Cluster Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

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