Question 1

Gower's coefficient of similarity is capable of handling data that is

Accepted Answer

A)  dichotomous. 
B)  multichotomous. 
C)  interval scaled. 
D)  ratio scaled. 
E)  all of the above. 
A)  dichotomous. 
B)  multichotomous. 
C)  interval scaled. 
D)  ratio scaled. 
E)  all of the above.

Question 2

The following questions focus on Multidimensional Scaling:
-Multidimensional scaling is concerned with

Accepted Answer

A)  the mapping of perceptions and preferences. 
B)  the spatial relationship of objective data. 
C)  the mapping and transformation of distances. 
D)  the evaluation of the positive and negative aspects of an object. 
E)  the mapping of a unidimensional concept in space. 
A)  the mapping of perceptions and preferences. 
B)  the spatial relationship of objective data. 
C)  the mapping and transformation of distances. 
D)  the evaluation of the positive and negative aspects of an object. 
E)  the mapping of a unidimensional concept in space.

Question 3

(Use the information below to answer the next three questions.)
In a five variable two group discriminant analysis, the following weights were derived: VS1U1B11S1U1B0 = .561, VS1U1B12S1U1B0 = .030, VS1U1B13S1U1B0 = .049, VS1U1B14S1U1B0 = .701, VS1U1B15S1U1B0 = -.021. The corresponding pooled standard deviations are SS1U1B11S1U1B0 = 4.60, SS1U1B12S1U1B0 = 1.23, SS1U1B13S1U1B0 = 10.40, SS1U1B14S1U1B0 = 13.23, and SS1U1B15S1U1B0 = 8.30. For individual 1, the values for the four variables were XS1U1B11S1U1B0 = 10, XS1U1B12S1U1B0 = 3, XS1U1B13S1U1B0 = 25, XS1U1B14S1U1B0 = 36, and XS1U1B15S1U1B0 = 42.
-Individual 1's discriminant raw score is

Accepted Answer

A)  26.98. 
B)  27.65. 
C)  3l.30. 
D)  32.16. 
E)  33.04. 
A)  26.98. 
B)  27.65. 
C)  3l.30. 
D)  32.16. 
E)  33.04.

Question 4

To determine the number of relevant clusters to retain when examining the plot of the number of clusters versus the fusion coefficient, the analyst should look for

Accepted Answer

A)  significant savings in the fusion coefficient. 
B)  points where the curve approaches the y axis. 
C)  points where the curve flattens out. 
D)  points where the line begins to approach the x axis. 
E)  both a and c. 
A)  significant savings in the fusion coefficient. 
B)  points where the curve approaches the y axis. 
C)  points where the curve flattens out. 
D)  points where the line begins to approach the x axis. 
E)  both a and c.

Question 5

Which of the following are true of the maximum chance criterion and the proportional chance criterion?

Accepted Answer

A)  They are equal in value when the diagonal entries are the same. 
B)  They are equal in value when group sample sizes are equal. 
C)  The maximum chance criterion is always greater than the proportional chance criterion. 
D)  The proportional chance criterion is always greater than the maximum chance criterion. 
E)  None of the above are true. 
A)  They are equal in value when the diagonal entries are the same. 
B)  They are equal in value when group sample sizes are equal. 
C)  The maximum chance criterion is always greater than the proportional chance criterion. 
D)  The proportional chance criterion is always greater than the maximum chance criterion. 
E)  None of the above are true.

Question 6

The following questions focus on Multidimensional Scaling:
-The basic objective in multidimensional scaling is to

Accepted Answer

A)  plot m stimuli in m-1 space. 
B)  plot m stimuli in two-dimensional space. 
C)  determine an arbitrary configuration of points in space which have a nice geometrical shape. 
D)  determine how a multidimensional configuration can be captured by a numerical score. 
E)  characterize people's perceptions of the similarity of objects and their preferences among objects in a multidimensional space. 
A)  plot m stimuli in m-1 space. 
B)  plot m stimuli in two-dimensional space. 
C)  determine an arbitrary configuration of points in space which have a nice geometrical shape. 
D)  determine how a multidimensional configuration can be captured by a numerical score. 
E)  characterize people's perceptions of the similarity of objects and their preferences among objects in a multidimensional space.

Question 7

(Use the following information to answer the next two questions.)
A study was done in an attempt to discriminate between the listeners of three popular AM radio stations during the morning "drive-time" period. The following demographic variables were used in the analysis: age, income, education, marital status, number of children at home, and gender. Use the information to answer the following two questions?
-How many discriminant functions will be generated in this analysis?

Accepted Answer

A)  1 
B)  2 
C)  3 
D)  4 
E)  None of the above. 
A)  1 
B)  2 
C)  3 
D)  4 
E)  None of the above.

Question 8

Which procedure(s) can be classified as an appropriate iterative clustering method(s) to initially partition the set of objects?

Accepted Answer

A)  polar nodal method 
B)  prime nodal method 
C)  picking specific objects to serve as group centroids 
D)  randomly assigning objects to one of a prespecified number of clusters 
E)  all of the above 
A)  polar nodal method 
B)  prime nodal method 
C)  picking specific objects to serve as group centroids 
D)  randomly assigning objects to one of a prespecified number of clusters 
E)  all of the above

Question 9

-The proportional chance criterion is

Accepted Answer

A)  .28. 
B)  .30. 
C)  .32. 
D)  .34. 
E)  .36. 
A)  .28. 
B)  .30. 
C)  .32. 
D)  .34. 
E)  .36.

Question 10

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.
  
-Is consumer S2 likely to be a man or a woman?

Accepted Answer

A)  a woman; she likes poetry and literature 
B)  a man; he's close to dimension 2 
C)  a woman; she's opposite the "male" vector 
D)  a man; but he happens to like poetry 
E)  indeterminate 
A)  a woman; she likes poetry and literature 
B)  a man; he's close to dimension 2 
C)  a woman; she's opposite the "male" vector 
D)  a man; but he happens to like poetry 
E)  indeterminate

Question 11

The following questions focus on Multidimensional Scaling:
-The computer output of nonmetric multidimensional scaling analysis provides which of the following?

Accepted Answer

A)  the number of dimensions underlying the respondent's judgments. 
B)  a map of the configuration characterizing the respondent's judgments. 
C)  attributes the individual is using when making judgments. 
D)  a and b above. 
E)  all of the above. 
A)  the number of dimensions underlying the respondent's judgments. 
B)  a map of the configuration characterizing the respondent's judgments. 
C)  attributes the individual is using when making judgments. 
D)  a and b above. 
E)  all of the above.

Question 12

The following questions focus on Multidimensional Scaling:
-In multidimensional scaling, one of the major problems is naming the dimensions. The methods for doing this include

Accepted Answer

A)  computing the correlations between physical characteristics and the scores of the various dimensions of the configuration. 
B)  naming them on the basis of the researcher's insight and experience. 
C)  locating the ideal points. 
D)  increasing the number of dimensions. 
E)  a and b. 
A)  computing the correlations between physical characteristics and the scores of the various dimensions of the configuration. 
B)  naming them on the basis of the researcher's insight and experience. 
C)  locating the ideal points. 
D)  increasing the number of dimensions. 
E)  a and b.

Question 13

The following questions focus on Multidimensional Scaling:
-Which of the following questions are typically NOT of concern once a respondent has ranked a group of objects according to similarity?

Accepted Answer

A)  What does the configuration of objects look like when all are considered simultaneously? 
B)  What attributes is the individual using in making his or her judgments? 
C)  Which objects were considered earliest in the ranking process by the respondent? 
D)  How many dimensions underlie this respondent's judgments of similarity? 
E)  All of the above are typically of concern. 
A)  What does the configuration of objects look like when all are considered simultaneously? 
B)  What attributes is the individual using in making his or her judgments? 
C)  Which objects were considered earliest in the ranking process by the respondent? 
D)  How many dimensions underlie this respondent's judgments of similarity? 
E)  All of the above are typically of concern.

Question 14

Factor analysis may be inappropriate if

Accepted Answer

A)  the pattern of correlations is high throughout the correlation matrix. 
B)  the slot of the latent roots indicates no sharp break. 
C)  covariability recovery is high. 
D)  no dependent variable is present in the data. 
E)  there are more than 10 variables to be analyzed. 
A)  the pattern of correlations is high throughout the correlation matrix. 
B)  the slot of the latent roots indicates no sharp break. 
C)  covariability recovery is high. 
D)  no dependent variable is present in the data. 
E)  there are more than 10 variables to be analyzed.

Question 15

-Use the scree test to determine the number of factors that should be retained in the factor analysis. How many factors should be retained?

Accepted Answer

A)  1 
B)  2 
C)  3 
D)  4 
E)  5 
A)  1 
B)  2 
C)  3 
D)  4 
E)  5

Question 16

The amount of variance in a single variable captured by the set of factors is referred to as the

Accepted Answer

A)  factor loading. 
B)  achieved communality. 
C)  variability recovery of a single factor. 
D)  covariability recovery. 
E)  latent root. 
A)  factor loading. 
B)  achieved communality. 
C)  variability recovery of a single factor. 
D)  covariability recovery. 
E)  latent root.

Question 17

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

Accepted Answer

A)  The attribute-based approaches for developing perceptual maps require subjects to make overall judgments about the similarity of various objects using whatever attributes they wish. 
B)  The emphasis in multidimensional scaling analysis is to determine the maximum dimensionality needed to capture adequately a person's perceptual or preference judgments. 
C)  The idea of distance or more formally psychological nearness or proximity is one of the key ideas in multidimensional scaling. 
D)  One of the key outputs of a multidimensional scaling analysis is the computer's identification of the attributes underlying an individual's similarity judgments. 
E)  They are all false. 
A)  The attribute-based approaches for developing perceptual maps require subjects to make overall judgments about the similarity of various objects using whatever attributes they wish. 
B)  The emphasis in multidimensional scaling analysis is to determine the maximum dimensionality needed to capture adequately a person's perceptual or preference judgments. 
C)  The idea of distance or more formally psychological nearness or proximity is one of the key ideas in multidimensional scaling. 
D)  One of the key outputs of a multidimensional scaling analysis is the computer's identification of the attributes underlying an individual's similarity judgments. 
E)  They are all false.

Question 18

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.
  
-Which of these would Not explain the consumer segment represented by S5 being near the origin?

Accepted Answer

A)  S5 likes all kinds of books 
B)  S5 really doesn't like any genre of books 
C)  S5 really likes audiobooks 
D)  S5 likes fiction and nonfiction equally well 
E)  all of these might account for the location of S5 
A)  S5 likes all kinds of books 
B)  S5 really doesn't like any genre of books 
C)  S5 really likes audiobooks 
D)  S5 likes fiction and nonfiction equally well 
E)  all of these might account for the location of S5

Question 19

The amount of variance the discriminant score shares with any one variable can be ascertained by

Accepted Answer

A)  squaring the value of the discriminant loading. 
B)  examining the standardized discriminant coefficient. 
C)  taking the square root of the discriminant loading. 
D)  squaring the mean discriminant score. 
E)  multiplying the discriminant loading by the mean value of the variable. 
A)  squaring the value of the discriminant loading. 
B)  examining the standardized discriminant coefficient. 
C)  taking the square root of the discriminant loading. 
D)  squaring the mean discriminant score. 
E)  multiplying the discriminant loading by the mean value of the variable.

Question 20

Factor analysis has been used in marketing to

Accepted Answer

A)  purify original sets of scale items. 
B)  develop customer profiles. 
C)  determine key preference attributes. 
D)  assess a company's image. 
E)  all of the above. 
A)  purify original sets of scale items. 
B)  develop customer profiles. 
C)  determine key preference attributes. 
D)  assess a company's image. 
E)  all of the above.

Gower's coefficient of similarity is capable of handling data that is

The following questions focus on Multidimensional Scaling: -Multidimensional scaling is concerned with

To determine the number of relevant clusters to retain when examining the plot of the number of clusters versus the fusion coefficient, the analyst should look for

Which of the following are true of the maximum chance criterion and the proportional chance criterion?

The following questions focus on Multidimensional Scaling: -The basic objective in multidimensional scaling is to

Which procedure(s) can be classified as an appropriate iterative clustering method(s) to initially partition the set of objects?

-The proportional chance criterion is

The following questions focus on Multidimensional Scaling: -The computer output of nonmetric multidimensional scaling analysis provides which of the following?

The following questions focus on Multidimensional Scaling: -In multidimensional scaling, one of the major problems is naming the dimensions. The methods for doing this include

The following questions focus on Multidimensional Scaling: -Which of the following questions are typically NOT of concern once a respondent has ranked a group of objects according to similarity?

Factor analysis may be inappropriate if

-Use the scree test to determine the number of factors that should be retained in the factor analysis. How many factors should be retained?

The amount of variance in a single variable captured by the set of factors is referred to as the

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

The amount of variance the discriminant score shares with any one variable can be ascertained by

Factor analysis has been used in marketing to

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

Filters

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

Gower's coefficient of similarity is capable of handling data that is

The following questions focus on Multidimensional Scaling: -Multidimensional scaling is concerned with

To determine the number of relevant clusters to retain when examining the plot of the number of clusters versus the fusion coefficient, the analyst should look for

Which of the following are true of the maximum chance criterion and the proportional chance criterion?

The following questions focus on Multidimensional Scaling: -The basic objective in multidimensional scaling is to

Which procedure(s) can be classified as an appropriate iterative clustering method(s) to initially partition the set of objects?

-The proportional chance criterion is

The following questions focus on Multidimensional Scaling: -The computer output of nonmetric multidimensional scaling analysis provides which of the following?

The following questions focus on Multidimensional Scaling: -In multidimensional scaling, one of the major problems is naming the dimensions. The methods for doing this include

The following questions focus on Multidimensional Scaling: -Which of the following questions are typically NOT of concern once a respondent has ranked a group of objects according to similarity?

Factor analysis may be inappropriate if

-Use the scree test to determine the number of factors that should be retained in the factor analysis. How many factors should be retained?

The amount of variance in a single variable captured by the set of factors is referred to as the

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

The amount of variance the discriminant score shares with any one variable can be ascertained by

Factor analysis has been used in marketing to

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

Filters