Question 1

Which of the following does not refer to a method of factor rotation?

Accepted Answer

A)  varimax 
B)  oblique 
C)  epsilon 
D)  orthogonal 
E)  quartimax 
A)  varimax 
B)  oblique 
C)  epsilon 
D)  orthogonal 
E)  quartimax C

Question 2

Which of the following is NOT one of the key decisions to be made when cluster analyzing data?

Accepted Answer

A)  selecting and coding the attributes necessary to generate natural groupings 
B)  selecting an appropriate method of measuring the similarity or resemblance of the objects 
C)  select a method of testing the significance of the solution and naming the resulting clusters 
D)  both a and c are not key decision in cluster analysis 
E)  all of the above are key decisions in cluster analysis 
A)  selecting and coding the attributes necessary to generate natural groupings 
B)  selecting an appropriate method of measuring the similarity or resemblance of the objects 
C)  select a method of testing the significance of the solution and naming the resulting clusters 
D)  both a and c are not key decision in cluster analysis 
E)  all of the above are key decisions in cluster analysis E

Question 3

Use the following perceptual map to answer the next 4 questions.
 Consumers browsing in your local bookstores were asked to make judgments of similarity among various genre of books. The consumers also made ratings of attributes of the types of books, so that vectors representing those attributes might be plotted in the space, aiding interpretation of the dimensions. The consumers also indicated their preferences among these categories. The results are plotted below.
  
-What could you create to get consumer Sl to buy an art book?

Accepted Answer

A)  photos of the Rocky Mountains 
B)  masculine art 
C)  an art audiobook 
D)  art that combined fiction and masculinity 
E)  nothing; S1 is not into art books 
A)  photos of the Rocky Mountains 
B)  masculine art 
C)  an art audiobook 
D)  art that combined fiction and masculinity 
E)  nothing; S1 is not into art books A

Question 4

If there are 25 individuals in group 1 and 16 individuals in group 2, the proportional chance criterion is approximately

Accepted Answer

A)  .36. 
B)  .48. 
C)  .52. 
D)  .58. 
E)  1.40. 
A)  .36. 
B)  .48. 
C)  .52. 
D)  .58. 
E)  1.40.

Question 5

The following questions focus on Multidimensional Scaling:
-Which of the following statements is FALSE?

Accepted Answer

A)  Perceptual maps cannot only be produced when direct judgments about the similarity of objects are obtained, but also when the same objects are rated on a predefined set of attributes. 
B)  Similarity measurement has an advantage over attribute ratings in that it allows respondents to employ only those dimensions they normally use in making judgments among objects. 
C)  The attribute rating approach to multidimensional scaling analysis facilitates naming the dimensions. 
D)  Similarity measurement has the advantage over attribute ratings in multi-dimensional scaling analysis in that it better handles the problem of grouping respondents with similar perceptions. 
E)  Similarity judgments can be gathered both directly and by having respondents rate objects on a predefined set of attributes. 
A)  Perceptual maps cannot only be produced when direct judgments about the similarity of objects are obtained, but also when the same objects are rated on a predefined set of attributes. 
B)  Similarity measurement has an advantage over attribute ratings in that it allows respondents to employ only those dimensions they normally use in making judgments among objects. 
C)  The attribute rating approach to multidimensional scaling analysis facilitates naming the dimensions. 
D)  Similarity measurement has the advantage over attribute ratings in multi-dimensional scaling analysis in that it better handles the problem of grouping respondents with similar perceptions. 
E)  Similarity judgments can be gathered both directly and by having respondents rate objects on a predefined set of attributes.

Question 6

-With the complete linkage method of clustering objects, the criterion value at which A would be allowed to join cluster BCD is

Accepted Answer

A)  .617. 
B)  .484. 
C)  .372. 
D)  .491. 
E)  .428. 
A)  .617. 
B)  .484. 
C)  .372. 
D)  .491. 
E)  .428.

Question 7

The following questions focus on Multidimensional Scaling:
-Which of the following about perceptual maps is TRUE?

Accepted Answer

A)  Perceptual maps can only be generated when respondents provide direct judgments about the similarity of various objects, e.g., A is more similar to C than it is to B. 
B)  One encouraging empirical finding regarding the development of perceptual maps is that the dimensions do not seem to depend upon the objects included in the stimulus set used to secure the judgments. 
C)  The greater the number of dimensions used with a perceptual map in multidimensional scaling, the better the fit of objects within the perceptual map. 
D)  a and c. 
E)  b and c. 
A)  Perceptual maps can only be generated when respondents provide direct judgments about the similarity of various objects, e.g., A is more similar to C than it is to B. 
B)  One encouraging empirical finding regarding the development of perceptual maps is that the dimensions do not seem to depend upon the objects included in the stimulus set used to secure the judgments. 
C)  The greater the number of dimensions used with a perceptual map in multidimensional scaling, the better the fit of objects within the perceptual map. 
D)  a and c. 
E)  b and c.

Question 8

Which statement regarding cluster analysis is FALSE?

Accepted Answer

A)  Linkage methods are hierarchical clustering techniques. 
B)  The dendrogram is used to capture the hierarchical clustering of objects. 
C)  A prime node is the most atypical object around which all remaining objects are clustered. 
D)  All clustering procedures are based on some measure of similarity between objects. 
E)  Standardization of the variables is recommended in most instances. 
A)  Linkage methods are hierarchical clustering techniques. 
B)  The dendrogram is used to capture the hierarchical clustering of objects. 
C)  A prime node is the most atypical object around which all remaining objects are clustered. 
D)  All clustering procedures are based on some measure of similarity between objects. 
E)  Standardization of the variables is recommended in most instances.

Question 9

Which of the following statements pertaining to discriminant analysis is FALSE?

Accepted Answer

A)  The "hit rate" in a confusion matrix indicates the proportion of sample units correctly classified by the classification decision rule. 
B)  When attempting to assess the contribution of each variable to the discriminant function one should use the raw score weights. 
C)  The cutting score is the score that divides the mean discriminant scores. 
D)  A confusion matrix is a two way table that contrasts actual group membership with predicted group membership. 
E)  The mean discriminant score can be calculated by substituting the mean of each variable in the derived discriminant function. 
A)  The "hit rate" in a confusion matrix indicates the proportion of sample units correctly classified by the classification decision rule. 
B)  When attempting to assess the contribution of each variable to the discriminant function one should use the raw score weights. 
C)  The cutting score is the score that divides the mean discriminant scores. 
D)  A confusion matrix is a two way table that contrasts actual group membership with predicted group membership. 
E)  The mean discriminant score can be calculated by substituting the mean of each variable in the derived discriminant function.

Question 10

The mean discriminant score can be calculated by

Accepted Answer

A)  substituting the mean of each variable in the desired discriminant function. 
B)  substituting the mean of each variable multiplied by the pooled variance. 
C)  taking the square root of the cutting score. 
D)  squaring the cutting score. 
E)  a and c above. 
A)  substituting the mean of each variable in the desired discriminant function. 
B)  substituting the mean of each variable multiplied by the pooled variance. 
C)  taking the square root of the cutting score. 
D)  squaring the cutting score. 
E)  a and c above.

Question 11

When there are four variables to be factor analyzed, the maximum number of factors that can be extracted is

Accepted Answer

A)  one. 
B)  two. 
C)  three. 
D)  four. 
E)  none of the above. 
A)  one. 
B)  two. 
C)  three. 
D)  four. 
E)  none of the above.

Question 12

The major purpose(s) of factor analysis is

Accepted Answer

A)  to indicate on which observed variables entities differ most. 
B)  to identify the dimensions that underlie constructs. 
C)  to summarize the important information in a set of variables by a new smaller set of variables. 
D)  all of the above. 
E)  b and c above. 
A)  to indicate on which observed variables entities differ most. 
B)  to identify the dimensions that underlie constructs. 
C)  to summarize the important information in a set of variables by a new smaller set of variables. 
D)  all of the above. 
E)  b and c above.

Question 13

The following questions focus on Multidimensional Scaling:
-Which of the following is FALSE?

Accepted Answer

A)  An ideal point is a hypothetical point on a multidimensional scaling perceptual map that possesses the perfect combination of attributes or dimensions. 
B)  The first decision an analyst must make in a multidimensional scaling analysis regards the choice of objects, products, or brands to be used in the analysis. 
C)  When selecting products or brands for use in a multidimensional scaling analysis, an important trade-off occurs between the desire to include enough brands so that all important dimensions will be represented and the desire to keep the number of respondents needed for the analysis to a minimum. 
D)  a and b. 
E)  a, b, and c. 
A)  An ideal point is a hypothetical point on a multidimensional scaling perceptual map that possesses the perfect combination of attributes or dimensions. 
B)  The first decision an analyst must make in a multidimensional scaling analysis regards the choice of objects, products, or brands to be used in the analysis. 
C)  When selecting products or brands for use in a multidimensional scaling analysis, an important trade-off occurs between the desire to include enough brands so that all important dimensions will be represented and the desire to keep the number of respondents needed for the analysis to a minimum. 
D)  a and b. 
E)  a, b, and c.

Question 14

Which of the following statements concerning discriminant analysis is FALSE?

Accepted Answer

A)  Discriminant analysis is useful in marketing for examining differences between groups. 
B)  In discriminant analysis the dependent variable is a dichotomy or multichotomy, whereas in regression it is typically interval scaled. 
C)  A two-group discriminant analysis can be transformed into a regression problem simply by using a 0/1 dummy code for the dependent variable. 
D)  The degree of correlation among predictors is of concern in both discriminant and regression analysis. 
E)  The criterion that is satisfied in solving for the discriminant function is the maximization of the ratio of within-group variation to between-group variation. 
A)  Discriminant analysis is useful in marketing for examining differences between groups. 
B)  In discriminant analysis the dependent variable is a dichotomy or multichotomy, whereas in regression it is typically interval scaled. 
C)  A two-group discriminant analysis can be transformed into a regression problem simply by using a 0/1 dummy code for the dependent variable. 
D)  The degree of correlation among predictors is of concern in both discriminant and regression analysis. 
E)  The criterion that is satisfied in solving for the discriminant function is the maximization of the ratio of within-group variation to between-group variation.

Question 15

-The estimated original correlation between aggressiveness and stress is

Accepted Answer

A)  .19. 
B)  .18. 
C)  .88. 
D)  .05. 
E)  .44. 
A)  .19. 
B)  .18. 
C)  .88. 
D)  .05. 
E)  .44.

Question 16

-The communality of the "inactivity" variable is

Accepted Answer

A)  1.53. 
B)  .04. 
C)  .53. 
D)  .51. 
E)  .90. 
A)  1.53. 
B)  .04. 
C)  .53. 
D)  .51. 
E)  .90.

Question 17

The following questions focus on Multidimensional Scaling:
-In the context of product markets, perceptual maps can give the marketer insight into all of the following EXCEPT

Accepted Answer

A) the combination of attributes preferred by buyers. 
B) the viable segments that exist in a market. 
C) buyer's attitudes toward a product. 
D) possible unexploited market niches. 
E) salient product attributes perceived by buyers in the market. 
A) the combination of attributes preferred by buyers. 
B) the viable segments that exist in a market. 
C) buyer's attitudes toward a product. 
D) possible unexploited market niches. 
E) salient product attributes perceived by buyers in the market.

Question 18

In which of the following marketing research situations is discriminant analysis probably NOT appropriate?

Accepted Answer

A)  the investigation of differences between light and heavy users of a product 
B)  the investigation of naturally occurring market segments existing in a market 
C)  the determination of the basic dimensions that underlie customer brand loyalty 
D)  the investigation of brand-loyal vs. non-brand-loyal customers 
E)  discriminant analysis is the most appropriate method of data analysis in each of these situations 
A)  the investigation of differences between light and heavy users of a product 
B)  the investigation of naturally occurring market segments existing in a market 
C)  the determination of the basic dimensions that underlie customer brand loyalty 
D)  the investigation of brand-loyal vs. non-brand-loyal customers 
E)  discriminant analysis is the most appropriate method of data analysis in each of these situations

Question 19

The "hit rate" in a confusion matrix

Accepted Answer

A)  indicates the proportion of sample units correctly classified. 
B)  is estimated by dividing the sum of the diagonal entries by the total number of individuals in all groups. 
C)  can only be estimated when there are three or fewer groups. 
D)  is all of the above. 
E)  is a and b above. 
A)  indicates the proportion of sample units correctly classified. 
B)  is estimated by dividing the sum of the diagonal entries by the total number of individuals in all groups. 
C)  can only be estimated when there are three or fewer groups. 
D)  is all of the above. 
E)  is a and b above.

Question 20

The following questions focus on Multidimensional Scaling:
-Which of the following regarding the attribute-based versus the nonattribute based approaches to the development of perceptual maps is FALSE?

Accepted Answer

A)  The attribute-based approaches rely on characteristic-by-characteristic assessments of the various objects. 
B)  The nonattribute methods ask respondents to judge directly how similar the various alternatives are using whatever criteria they desire. 
C)  The attribute?based approaches make naming the dimensions easier. 
D)  Computer programs for the attribute-brand approaches are more readily available and less expensive to run. 
E)  Computer programs for the attribute-based approaches are more expensive to run. 
A)  The attribute-based approaches rely on characteristic-by-characteristic assessments of the various objects. 
B)  The nonattribute methods ask respondents to judge directly how similar the various alternatives are using whatever criteria they desire. 
C)  The attribute?based approaches make naming the dimensions easier. 
D)  Computer programs for the attribute-brand approaches are more readily available and less expensive to run. 
E)  Computer programs for the attribute-based approaches are more expensive to run.

Exam 18: Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Which of the following does not refer to a method of factor rotation?

Which of the following is NOT one of the key decisions to be made when cluster analyzing data?

If there are 25 individuals in group 1 and 16 individuals in group 2, the proportional chance criterion is approximately

The following questions focus on Multidimensional Scaling: -Which of the following statements is FALSE?

-With the complete linkage method of clustering objects, the criterion value at which A would be allowed to join cluster BCD is

The following questions focus on Multidimensional Scaling: -Which of the following about perceptual maps is TRUE?

Which statement regarding cluster analysis is FALSE?

Which of the following statements pertaining to discriminant analysis is FALSE?

The mean discriminant score can be calculated by

When there are four variables to be factor analyzed, the maximum number of factors that can be extracted is

The major purpose(s) of factor analysis is

The following questions focus on Multidimensional Scaling: -Which of the following is FALSE?

Which of the following statements concerning discriminant analysis is FALSE?

-The estimated original correlation between aggressiveness and stress is

-The communality of the "inactivity" variable is

The following questions focus on Multidimensional Scaling: -In the context of product markets, perceptual maps can give the marketer insight into all of the following EXCEPT

In which of the following marketing research situations is discriminant analysis probably NOT appropriate?

The "hit rate" in a confusion matrix

The following questions focus on Multidimensional Scaling: -Which of the following regarding the attribute-based versus the nonattribute based approaches to the development of perceptual maps is FALSE?

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Attitude Measurement

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Appendix: More Multivariate Statistical Techniques

The Research Report

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