Question 1

Discuss the basic steps in a conjoint analysis.

Accepted Answer

1.collecting trade-off data fr

Question 2

An orthogonal conjunct design means that what is observed for one variable is unrelated to what is observed for any of the others.

Accepted Answer

A) True 
 B)False

Question 3

Conjoint allows researchers to determine how a product should be priced.

Accepted Answer

A) True 
 B)False

Question 4

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
  
-Given the part worths above,which lightbulb will be preferred in the market,a "super bright" bulb that is 100 watts but burns out in 1500 hours and sells for $2.50,or a "long life" bulb that lasts 2500 hours,is 75 watts and sells for $3.00?

Accepted Answer

A)  the super bright bulb 
B)  the long life bulb 
C)  The two bulbs will be equally preferred. 
D)  There is no way of determining this without more data. 
A)  the super bright bulb 
B)  the long life bulb 
C)  The two bulbs will be equally preferred. 
D)  There is no way of determining this without more data.

Question 5

_______________ multidimensional scaling methods take rank-ordered input measures and generates a set of relationships among objects that is interval.

Accepted Answer

A)  Fully metric 
B)  Fully nonmetric 
C)  Metric 
D)  Nonmetric 
A)  Fully metric 
B)  Fully nonmetric 
C)  Metric 
D)  Nonmetric

Question 6

Which research method is considered excellent as a premarket testing methodology?

Accepted Answer

A)  discriminant analysis 
B)  cluster analysis 
C)  conjoint analysis 
D)  multidimensional scaling 
A)  discriminant analysis 
B)  cluster analysis 
C)  conjoint analysis 
D)  multidimensional scaling

Question 7

By using _______________,a large conjoint design with 15,000 possible profiles can be reduced down to just 25.

Accepted Answer

A)  correlations 
B)  factors from factor analysis 
C)  orthogonal designs 
D)  clusters from cluster analysis 
A)  correlations 
B)  factors from factor analysis 
C)  orthogonal designs 
D)  clusters from cluster analysis

Question 8

All of the following are among the most frequent applications of MDS except

Accepted Answer

A)  identifying products that are viewed as substitutes for one another 
B)  identifying the underlying structure of variables 
C)  identifying salient product attributes perceived by buyers in a market 
D)  exposing the gaps in a market that can support a new product venture 
A)  identifying products that are viewed as substitutes for one another 
B)  identifying the underlying structure of variables 
C)  identifying salient product attributes perceived by buyers in a market 
D)  exposing the gaps in a market that can support a new product venture

Question 9

In order to interpret the dimensions created by MDS,researchers must overlay external information.

Accepted Answer

A) True 
 B)False

Question 10

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
  
-Given the part worths above,what is the utility of a 60-watt bulb that lasts 2000 hours and costs $2.00?

Accepted Answer

A)  0 
B)  20 
C)  45 
D)  More information is needed to determine this. 
A)  0 
B)  20 
C)  45 
D)  More information is needed to determine this.

Question 11

The axes of an MDS solution

Accepted Answer

A)  are determined uniquely from the data by the MDS routine 
B)  have a special, privileged meaning 
C)  can be rotated and/or flipped and reinterpreted 
D)  are pre-determined by researchers before the data is entered 
A)  are determined uniquely from the data by the MDS routine 
B)  have a special, privileged meaning 
C)  can be rotated and/or flipped and reinterpreted 
D)  are pre-determined by researchers before the data is entered

Question 12

A poor stress level in an MDS output indicates

Accepted Answer

A)  considerable disparity between the derived map and the original distance data 
B)  that the researchers have high cortisol levels 
C)  considerable similarity between the derived map and the original distance data 
D)  none of the above 
A)  considerable disparity between the derived map and the original distance data 
B)  that the researchers have high cortisol levels 
C)  considerable similarity between the derived map and the original distance data 
D)  none of the above

Question 13

Discuss the advantage of using the choice-based conjoint over the other types of conjoint analysis.

Accepted Answer

The choice-based has the following advan

Question 14

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
  
-What method should be used to generate a rank order of each object along each dimension,given rank-ordered input measures.

Accepted Answer

Fully nonm

Question 15

_______________ multidimensional scaling takes rank-ordered input measures and generates the rank order of each object on each dimension.

Accepted Answer

A)  Fully metric 
B)  Fully nonmetric 
C)  Metric 
D)  Nonmetric 
A)  Fully metric 
B)  Fully nonmetric 
C)  Metric 
D)  Nonmetric

Discuss the basic steps in a conjoint analysis.

An orthogonal conjunct design means that what is observed for one variable is unrelated to what is observed for any of the others.

Conjoint allows researchers to determine how a product should be priced.

_______________ multidimensional scaling methods take rank-ordered input measures and generates a set of relationships among objects that is interval.

Which research method is considered excellent as a premarket testing methodology?

By using _______________,a large conjoint design with 15,000 possible profiles can be reduced down to just 25.

All of the following are among the most frequent applications of MDS except

In order to interpret the dimensions created by MDS,researchers must overlay external information.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Given the part worths above,what is the utility of a 60-watt bulb that lasts 2000 hours and costs $2.00?

The axes of an MDS solution

A poor stress level in an MDS output indicates

Discuss the advantage of using the choice-based conjoint over the other types of conjoint analysis.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -What method should be used to generate a rank order of each object along each dimension,given rank-ordered input measures.

_______________ multidimensional scaling takes rank-ordered input measures and generates the rank order of each object on each dimension.

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

Filters

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

Discuss the basic steps in a conjoint analysis.

An orthogonal conjunct design means that what is observed for one variable is unrelated to what is observed for any of the others.

Conjoint allows researchers to determine how a product should be priced.

_______________ multidimensional scaling methods take rank-ordered input measures and generates a set of relationships among objects that is interval.

Which research method is considered excellent as a premarket testing methodology?

By using _______________,a large conjoint design with 15,000 possible profiles can be reduced down to just 25.

All of the following are among the most frequent applications of MDS except

In order to interpret the dimensions created by MDS,researchers must overlay external information.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Given the part worths above,what is the utility of a 60-watt bulb that lasts 2000 hours and costs $2.00?

The axes of an MDS solution

A poor stress level in an MDS output indicates

Discuss the advantage of using the choice-based conjoint over the other types of conjoint analysis.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -What method should be used to generate a rank order of each object along each dimension,given rank-ordered input measures.

_______________ multidimensional scaling takes rank-ordered input measures and generates the rank order of each object on each dimension.

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

Filters