Question 1

An approach in which the respondents are given cards that describe complete product or service configurations is called

Accepted Answer

A) Trade off approach 
B) Full profile approach 
C) Conjoint analysis 
D) Direct approach 
E) None of the above 
A) Trade off approach 
B) Full profile approach 
C) Conjoint analysis 
D) Direct approach 
E) None of the above

Question 2

An ideal object is one the customer would prefer over all other objects included in the space.An ideal object need not actually exist.

Accepted Answer

A) True 
 B)False

Question 3

The objective of multidimensional scaling is

Accepted Answer

A) predict buying or usage of product that may still be in concept stage 
B) to address the general problem of positioning objects in perceptual space 
C) group individuals or objects into groups 
D) none of the above 
A) predict buying or usage of product that may still be in concept stage 
B) to address the general problem of positioning objects in perceptual space 
C) group individuals or objects into groups 
D) none of the above

Question 4

If the input to MDS is binary data, is an attribute associated with an object or not? The appropriate MDS technique is called canonical analysis.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following situations would present difficulty for conjoint analysis?

Accepted Answer

A) A manager wants to present potential customers with a range of attribute levels beyond those available in products on the
Market. 
B) Most of the feasible attribute levels for the product being studied do not exist. 
C) The product being studied is a low-priced, low-risk product, which consumers tend to pick up and buy with little thought. 
D) The alternative products being studied each have a number of attributes with two or more levels. 
E) None of the above. 
A) A manager wants to present potential customers with a range of attribute levels beyond those available in products on the
Market. 
B) Most of the feasible attribute levels for the product being studied do not exist. 
C) The product being studied is a low-priced, low-risk product, which consumers tend to pick up and buy with little thought. 
D) The alternative products being studied each have a number of attributes with two or more levels. 
E) None of the above.

Question 6

In the economic theory of consumer behavior, a basic underlying assumption is that of non-satiation the consumer would always like to have more..Under this assumption, the ideal object would be represented by an ideal vector or direction rather than an ideal point in the space.

Accepted Answer

A) True 
 B)False

Question 7

Collecting trade-off data with the full profile approach

Accepted Answer

A) requires presentation of all possible combinations of attribute levels. 
B) cannot be done by mail questionnaire. 
C) requires respondents to rank each combination of levels of two attributes from most preferred to least preferred. 
D) often requires more judgments than the trade-off approach two attributes simultaneously). 
E) none of the above. 
A) requires presentation of all possible combinations of attribute levels. 
B) cannot be done by mail questionnaire. 
C) requires respondents to rank each combination of levels of two attributes from most preferred to least preferred. 
D) often requires more judgments than the trade-off approach two attributes simultaneously). 
E) none of the above.

Question 8

Discriminant analysis does not provide a test of statistical significance

Accepted Answer

A) True 
 B)False

Question 9

The independent variable in conjoint analysis is the preference judgment that a respondent makes about a new concept.

Accepted Answer

A) True 
 B)False

Question 10

In conjoint analysis, respondents are given product concepts on cards and asked to describe the attributes they attach to each concept.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements is not true?

Accepted Answer

A) Conjoint analysis is termed an analysis of interdependence technique. 
B) Conjoint analysis requires a respondent to evaluate a concept in terms of overall liking, intention to buy, or rank order of
Preference compared to other concepts. 
C) Using conjoint analysis, a researcher can identify optimal levels of attributes for new products. 
D) Conjoint analysis decomposes the consumer's overall judgment into utilities that represent the worth of each level of each
Attribute relative to the other levels. 
E) Total utility of a more preferred combination of attributes should always be greater than the total utility of a less
Preferred combination. 
A) Conjoint analysis is termed an analysis of interdependence technique. 
B) Conjoint analysis requires a respondent to evaluate a concept in terms of overall liking, intention to buy, or rank order of
Preference compared to other concepts. 
C) Using conjoint analysis, a researcher can identify optimal levels of attributes for new products. 
D) Conjoint analysis decomposes the consumer's overall judgment into utilities that represent the worth of each level of each
Attribute relative to the other levels. 
E) Total utility of a more preferred combination of attributes should always be greater than the total utility of a less
Preferred combination.

Question 12

Conjoint analysis provides a qualitative measurement of the relative importance of one attribute as compared with another.

Accepted Answer

A) True 
 B)False

Question 13

Conjoint analysis, although intuitively appealing, has been slow to gain acceptance in the marketing research community.

Accepted Answer

A) True 
 B)False

Question 14

Two objects could be very different in a similarity-based perceptual map, but could be regarded as very similar in a preference-based perceptual map.

Accepted Answer

A) True 
 B)False

Question 15

If MDS is used to group individuals, the assumption has been made that their perceptions are similar.

Accepted Answer

A) True 
 B)False

Question 16

If there are 10 brands of a certain product on which the researcher wants similarity judgments from a respondent, as many as 45 paired judgments can be required.This maximum is determined by the formula nn - 1) / 2.

Accepted Answer

A) True 
 B)False

Question 17

When utilities are summed for each of the concepts being judged, the rank order of these sums should match the respondent's rank ordering of preference as closely as possible.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements concerning the full profile approach is not true?

Accepted Answer

A) It provides a more realistic description of the concepts since all aspects are considered at the same time. 
B) It yields a somewhat higher predictive validity than does the trade-off approach. 
C) The concept evaluation task can employed either a ranking or a rating scale. 
D) Fewer judgments have to be made by the respondent than if a two-attribute, trade-off approach were used. 
E) All of these are true. 
A) It provides a more realistic description of the concepts since all aspects are considered at the same time. 
B) It yields a somewhat higher predictive validity than does the trade-off approach. 
C) The concept evaluation task can employed either a ranking or a rating scale. 
D) Fewer judgments have to be made by the respondent than if a two-attribute, trade-off approach were used. 
E) All of these are true.

Question 19

MDS Incorporated has sent out questionnaires to respondents to rank five brands of toothpaste on their ability to clean and whiten, to prevent decay, and to freshen the mouth.MDS Incorporated is using an attribute-based approach.

Accepted Answer

A) True 
 B)False

Question 20

A few respondents who are unfamiliar with the objects to be mapped should be included in generating a perceptual map to ensure adequate representation of the population.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

An approach in which the respondents are given cards that describe complete product or service configurations is called

An ideal object is one the customer would prefer over all other objects included in the space.An ideal object need not actually exist.

The objective of multidimensional scaling is

If the input to MDS is binary data, is an attribute associated with an object or not? The appropriate MDS technique is called canonical analysis.

Which of the following situations would present difficulty for conjoint analysis?

In the economic theory of consumer behavior, a basic underlying assumption is that of non-satiation the consumer would always like to have more..Under this assumption, the ideal object would be represented by an ideal vector or direction rather than an ideal point in the space.

Collecting trade-off data with the full profile approach

Discriminant analysis does not provide a test of statistical significance

The independent variable in conjoint analysis is the preference judgment that a respondent makes about a new concept.

In conjoint analysis, respondents are given product concepts on cards and asked to describe the attributes they attach to each concept.

Which of the following statements is not true?

Conjoint analysis provides a qualitative measurement of the relative importance of one attribute as compared with another.

Conjoint analysis, although intuitively appealing, has been slow to gain acceptance in the marketing research community.

Two objects could be very different in a similarity-based perceptual map, but could be regarded as very similar in a preference-based perceptual map.

If MDS is used to group individuals, the assumption has been made that their perceptions are similar.

If there are 10 brands of a certain product on which the researcher wants similarity judgments from a respondent, as many as 45 paired judgments can be required.This maximum is determined by the formula nn - 1) / 2.

When utilities are summed for each of the concepts being judged, the rank order of these sums should match the respondent's rank ordering of preference as closely as possible.

Which of the following statements concerning the full profile approach is not true?

MDS Incorporated has sent out questionnaires to respondents to rank five brands of toothpaste on their ability to clean and whiten, to prevent decay, and to freshen the mouth.MDS Incorporated is using an attribute-based approach.

A few respondents who are unfamiliar with the objects to be mapped should be included in generating a perceptual map to ensure adequate representation of the population.

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

Filters