Exam 11: Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

MDS starts being more reliable,in terms of unambiguous interpretation of the resulting spatial dimensions,for large numbers of object comparisons.

(True/False)

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Question 41

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions. -The output above includes the relative importances of the attributes of brightness and bulb life and the relative importances of the various levels of these attributes.

(True/False)

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(36)

Question 42

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -What kind of design is generated by specialized routines in statistical programs to dramatically reduce the number of profiles required for a conjoint study?

(Short Answer)

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Question 43

_______________ multidimensional scaling requires interval- or ratio-scaled input measures and generates a set of relationships among objects that is also interval or ratio.

(Multiple Choice)

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Question 44

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Which bulb would be preferred by more customers,a 100-watt bulb that burns for 1500 hours and cost $3.00 or a 75-watt bulb that burns for 2000 hours and costs $2.50?

(Essay)

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(41)

Question 45

Conjoint analysis can be used to answer all of the following questions except:

(Multiple Choice)

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Question 46

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions. -The preferences expressed in the output above are consistent and do not show the customers making any trade-offs between brightness and bulb life.

(True/False)

4.7/5

(33)

Question 47

The following set of part worths reproduces the rankings of Buyer A above: 100 watts: 100 75 watts: 60 60 watts: 50 2500 hours: 50 2000 hours: 25 15 hours: 0

(True/False)

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(22)

Question 48

Multidimensional scaling summarizes data about associations between a fixed set of objects by determining the minimum "dimensionality" required to represent the objects' interrelationships and the position of each object on each dimension.

(True/False)

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Question 49

In an MDS routine,for n objects,_______________ possible pair-wise comparisons are used to estimate 2n coordinates in two-dimensional space.

(Multiple Choice)

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Question 50

For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?

(Multiple Choice)

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Question 51

To interpret the dimensions in MDS,each of the dimensions

(Multiple Choice)

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Question 52

_______________ summarizes data about associations between a fixed set of objects to reveal relationships between them,such as brands in a particular class.

(Multiple Choice)

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(32)

Question 53

Conjoint analysis is a set of methods designed to understand and quantify trade-offs.

(True/False)

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Question 54

Discuss the uses of multidimensional scaling.

(Essay)

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Question 55

In conjoint analysis,_______________ allows researchers to offer a subset rather than all of the possible combinations when looking a trade-offs on a number of product attributes.

(Multiple Choice)

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Question 56

In choice-based conjunct,descriptions of highly technical products should include

(Multiple Choice)

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(35)

Question 57

When using _______________,a respondent's prior choices or responses are used to determine future comparisons.

(Multiple Choice)

4.8/5

(36)

Question 58

Stress in MDS is a goodness-of-fit measure between the input rank order and the output.

(True/False)

4.8/5

(28)

Question 59

In a nonadaptive conjoint program,even when all the data are collected,

(Multiple Choice)

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(33)

Question 60

Showing 41 - 60 of 75

MDS starts being more reliable,in terms of unambiguous interpretation of the resulting spatial dimensions,for large numbers of object comparisons.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -What kind of design is generated by specialized routines in statistical programs to dramatically reduce the number of profiles required for a conjoint study?

_______________ multidimensional scaling requires interval- or ratio-scaled input measures and generates a set of relationships among objects that is also interval or ratio.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Which bulb would be preferred by more customers,a 100-watt bulb that burns for 1500 hours and cost $3.00 or a 75-watt bulb that burns for 2000 hours and costs $2.50?

Conjoint analysis can be used to answer all of the following questions except:

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions. -The preferences expressed in the output above are consistent and do not show the customers making any trade-offs between brightness and bulb life.

The following set of part worths reproduces the rankings of Buyer A above: 100 watts: 100 75 watts: 60 60 watts: 50 2500 hours: 50 2000 hours: 25 15 hours: 0

Multidimensional scaling summarizes data about associations between a fixed set of objects by determining the minimum "dimensionality" required to represent the objects' interrelationships and the position of each object on each dimension.

In an MDS routine,for n objects,_______________ possible pair-wise comparisons are used to estimate 2n coordinates in two-dimensional space.

For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?

To interpret the dimensions in MDS,each of the dimensions

_______________ summarizes data about associations between a fixed set of objects to reveal relationships between them,such as brands in a particular class.

Conjoint analysis is a set of methods designed to understand and quantify trade-offs.

Discuss the uses of multidimensional scaling.

In conjoint analysis,_______________ allows researchers to offer a subset rather than all of the possible combinations when looking a trade-offs on a number of product attributes.

In choice-based conjunct,descriptions of highly technical products should include

When using _______________,a respondent's prior choices or responses are used to determine future comparisons.

Stress in MDS is a goodness-of-fit measure between the input rank order and the output.

In a nonadaptive conjoint program,even when all the data are collected,

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Advanced Topics, research Frontiers, and Preparing the Final Report

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