Question 1

The following questions focus on Conjoint Measurement:
-Which of the following statements about conjoint analysis is TRUE?

Accepted Answer

A)  The typical stimuli are actual products or brands. 
B)  Respondents are asked to make judgments about the relative similarity of objects. 
C)  The attributes used for the stimuli should be important to people. 
D)  Most of the attributes that could be used will be used. 
E)  All the above statements are false. 
A)  The typical stimuli are actual products or brands. 
B)  Respondents are asked to make judgments about the relative similarity of objects. 
C)  The attributes used for the stimuli should be important to people. 
D)  Most of the attributes that could be used will be used. 
E)  All the above statements are false. C

Question 2

If there are m category classifications, there needs to be _____ dummy variables in the regression equation.

Accepted Answer

A)  m + 1 
B)  (m + 1)/2 
C)  m - 1 
D)  (m - 1)1/2 
E)  (m - 1)/2 
A)  m + 1 
B)  (m + 1)/2 
C)  m - 1 
D)  (m - 1)1/2 
E)  (m - 1)/2 C

Question 3

Use the following information to answer the next 5 questions:
A marketing research team collected preferences from consumers in the MidWest who rated the likelihood that they would go on each of the 16 possible week long spa packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or $2599; golf green fees included or not; and daily massages included or not. (The factors were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1= golf included; 0 = massage not included, 1= massage included. The likelihood scale ranged from 0 to 100, with 100 meaning greater preference.) When the marketing research team conducted the conjoint analysis, they obtained the following beta weights (after averaging across the sample):
likelihood = -.85 destination -.15 price +.70 golf +.50 massage
-Which price do the consumers prefer?

Accepted Answer

A)  15% discount 
B)  $1499 
C)  $2599 
D)  it depends on the segmentation structure 
E)  cheaper is always better 
A)  15% discount 
B)  $1499 
C)  $2599 
D)  it depends on the segmentation structure 
E)  cheaper is always better B

Question 4

What assumption(s) of the error terms in a least squares solution of the linear regression model must be satisfied?

Accepted Answer

A)  The mean of the disturbance term must equal one. 
B)  The variance of the disturbance term is independent of the values of the predictor variable. 
C)  The values of the error term are independent of one another. 
D)  all of the above. 
E)  Both b and c above must be satisfied. 
A)  The mean of the disturbance term must equal one. 
B)  The variance of the disturbance term is independent of the values of the predictor variable. 
C)  The values of the error term are independent of one another. 
D)  all of the above. 
E)  Both b and c above must be satisfied.

Question 5

The following questions focus on Conjoint Measurement:
-Which of the following statements about conjoint analysis is FALSE?

Accepted Answer

A)  The use of a linear preference model implies that subjects always prefer more or less of the attribute. 
B)  If the analyst suspects that subjects might prefer an intermediate level of an attribute, the analyst should attempt to fit their preferences using a part?worth model. 
C)  The ranges of the various attributes should be somewhat narrower than what is normally found so as to increase the believability of the task. 
D)  The number of stimuli should be relatively large versus the number of parameters to be estimated. 
E)  With the paired-comparison data collection method, respondents can be asked to simply choose which alternative in each pair they prefer. 
A)  The use of a linear preference model implies that subjects always prefer more or less of the attribute. 
B)  If the analyst suspects that subjects might prefer an intermediate level of an attribute, the analyst should attempt to fit their preferences using a part?worth model. 
C)  The ranges of the various attributes should be somewhat narrower than what is normally found so as to increase the believability of the task. 
D)  The number of stimuli should be relatively large versus the number of parameters to be estimated. 
E)  With the paired-comparison data collection method, respondents can be asked to simply choose which alternative in each pair they prefer.

Question 6

Suppose the least squares solution to a regression analysis produced the following: Y2 = 20 - 39X
S2Y/X = 360
S2Y = 3600
R = .90
Which of the following statements is FALSE?

Accepted Answer

A)  For every unit change in X there is a corresponding negative change in the average value of Y of 39 units. 
B)  90 percent of the variation in Y is associated with variation in X. 
C)  The estimated average variance of the deviations of the errors about the regression line equals 360. 
D)  The average value of Y given x = 10 is -370. 
E)  They are all true. 
A)  For every unit change in X there is a corresponding negative change in the average value of Y of 39 units. 
B)  90 percent of the variation in Y is associated with variation in X. 
C)  The estimated average variance of the deviations of the errors about the regression line equals 360. 
D)  The average value of Y given x = 10 is -370. 
E)  They are all true.

Question 7

The following questions focus on Conjoint Measurement:
-Which of the following is FALSE?

Accepted Answer

A)  An advantage of conjoint analysis over regression is that the dependent variable can also be a dummy variable. 
B)  In a conjoint analysis application, the basic aim is to determine the features of products that respondents most prefer. 
C)  Of primary concern to researchers employing conjoint analysis are the trade-offs consumers make when evaluating various combinations of product attributes. 
D)  Conjoint analysis depends on preference judgments that are ratings or rankings. 
E)  Conjoints are easily run via multiple regression. 
A)  An advantage of conjoint analysis over regression is that the dependent variable can also be a dummy variable. 
B)  In a conjoint analysis application, the basic aim is to determine the features of products that respondents most prefer. 
C)  Of primary concern to researchers employing conjoint analysis are the trade-offs consumers make when evaluating various combinations of product attributes. 
D)  Conjoint analysis depends on preference judgments that are ratings or rankings. 
E)  Conjoints are easily run via multiple regression.

Question 8

If sß=3.57, and the least squares estimates of $ \hat{ß}$ is 33.2, calculate the test statistic to determine if this value of $ \hat{ß}$ could have been due to chance.

Accepted Answer

A)  F = 17.57 
B)  t = 0.108 
C)  F = 9.30 
D)  t = 17.57 
E)  t = 9.30 
A)  F = 17.57 
B)  t = 0.108 
C)  F = 9.30 
D)  t = 17.57 
E)  t = 9.30

Question 9

Which of the following is NOT a formula for computing the coefficient of determination?

Accepted Answer

A)  $ r^2$ = 1 - $ \frac{Explained variation}{Total variation}$ 
B)  $ r^2$ = $ \frac{Total variation - Unexplained variation}{Total variation}$ 
C)  $ r^2$ = 1 - $ \frac{Unexplained variation}{Total variation}$ 
D)  $ r^2$ = $ \frac{Explained variation}{Total variation}$ 
E)  All of the above are formulas for computing the coefficient of determination. 
A)  $ r^2$ = 1 - $ \frac{Explained variation}{Total variation}$ 
B)  $ r^2$ = $ \frac{Total variation - Unexplained variation}{Total variation}$ 
C)  $ r^2$ = 1 - $ \frac{Unexplained variation}{Total variation}$ 
D)  $ r^2$ = $ \frac{Explained variation}{Total variation}$ 
E)  All of the above are formulas for computing the coefficient of determination.

Question 10

Use the following information to answer the next 5 questions:
A marketing research team collected preferences from consumers in the MidWest who rated the likelihood that they would go on each of the 16 possible week long spa packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or $2599; golf green fees included or not; and daily massages included or not. (The factors were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1= golf included; 0 = massage not included, 1= massage included. The likelihood scale ranged from 0 to 100, with 100 meaning greater preference.) When the marketing research team conducted the conjoint analysis, they obtained the following beta weights (after averaging across the sample):
likelihood = -.85 destination -.15 price +.70 golf +.50 massage
-Which location do consumers prefer?

Accepted Answer

A)  San Diego, by a lot 
B)  Phoenix, by a lot 
C)  San Diego, marginally 
D)  Phoenix, marginally 
E)  San Diego, only if they can golf 
A)  San Diego, by a lot 
B)  Phoenix, by a lot 
C)  San Diego, marginally 
D)  Phoenix, marginally 
E)  San Diego, only if they can golf

Question 11

An additional assumption made when discussing the correlation model that was not made in the regression model is

Accepted Answer

A)  the observations come from a bivariate normal distribution. 
B)  the variance of the error term is dependent on the values of the predictor variable. 
C)  the variance of the disturbance term is constant. 
D)  the values of the error term are dependent on each other. 
E)  the Xi are fixed. 
A)  the observations come from a bivariate normal distribution. 
B)  the variance of the error term is dependent on the values of the predictor variable. 
C)  the variance of the disturbance term is constant. 
D)  the values of the error term are dependent on each other. 
E)  the Xi are fixed.

Question 12

A t statistic has been calculated in order to test the significance of the $ \hat{ß}$ estimate from a least squares analysis. The estimate was based on 50 observations. How many degrees of freedom are associated with this test?

Accepted Answer

A)  50 
B)  48 
C)  49 
D)  47 
E)  none of the above 
A)  50 
B)  48 
C)  49 
D)  47 
E)  none of the above

Question 13

The coefficient of partial determination r2Y2.1 = .86

Accepted Answer

A)  suggests that 86 percent of the variation in Y is associated with variation in X2. 
B)  suggests that 86 percent of the variation in Y is explained by or is associated with variation in X1 and X2. 
C)  suggests that 86 percent of the variation in Y not associated with X2 is incrementally associated with X1. 
D)  suggests that 86 percent of the variation in Y not associated with X1 is incrementally associated with X2. 
E)  suggests that 86 percent of the variation in Y is associated with variation in X1. 
A)  suggests that 86 percent of the variation in Y is associated with variation in X2. 
B)  suggests that 86 percent of the variation in Y is explained by or is associated with variation in X1 and X2. 
C)  suggests that 86 percent of the variation in Y not associated with X2 is incrementally associated with X1. 
D)  suggests that 86 percent of the variation in Y not associated with X1 is incrementally associated with X2. 
E)  suggests that 86 percent of the variation in Y is associated with variation in X1.

Question 14

In the symbol ßY1.23, the first primary subscript

Accepted Answer

A)  is Y, which identifies the predictor variable. 
B)  is 1, which identifies the predictor variable, of which this ß-value is the coefficient. 
C)  is 2, which indicates another predictor variable in the regression equation. 
D)  is 3, which indicates another predictor variable in the regression equation. 
E)  is Y, which identifies the criterion variable. 
A)  is Y, which identifies the predictor variable. 
B)  is 1, which identifies the predictor variable, of which this ß-value is the coefficient. 
C)  is 2, which indicates another predictor variable in the regression equation. 
D)  is 3, which indicates another predictor variable in the regression equation. 
E)  is Y, which identifies the criterion variable.

Question 15

The following questions focus on Conjoint Measurement:
-Conjoint analysis

Accepted Answer

A)  requires respondents to express how they are weighting particular attributes in forming their judgments for products. 
B)  uses actual products or brands as the typical stimuli. 
C)  gets its name from the fact that we can measure relative values of things considered jointly which might be unmeasurable taken one at a time. 
D)  a and b. 
E)  a, b, and c. 
A)  requires respondents to express how they are weighting particular attributes in forming their judgments for products. 
B)  uses actual products or brands as the typical stimuli. 
C)  gets its name from the fact that we can measure relative values of things considered jointly which might be unmeasurable taken one at a time. 
D)  a and b. 
E)  a, b, and c.

Question 16

The following questions focus on Conjoint Measurement:
-In which of the following applications would conjoint analysis not be useful?

Accepted Answer

A)  the design of a new type of motorcycle 
B)  the determination of an appropriate price for a new electric fan 
C)  the determination of a market segment, or "niche," for very high quality electronic equipment 
D)  the selection of advertising media for a new product introduction 
E)  conjoint analysis is useful in each of these situations 
A)  the design of a new type of motorcycle 
B)  the determination of an appropriate price for a new electric fan 
C)  the determination of a market segment, or "niche," for very high quality electronic equipment 
D)  the selection of advertising media for a new product introduction 
E)  conjoint analysis is useful in each of these situations

Question 17

The following questions focus on Conjoint Measurement:
-Which of the following statements regarding the use of rating scale versus rank order judgments in conjoint analysis is FALSE?

Accepted Answer

A)  The rating scale method is currently more popular. 
B)  A fundamental premise underlying the rank order method is that it makes the judgment task as close as possible to a consumer's behavior while actually shopping. 
C)  Rating scale data are easier to analyze. 
D)  When the rating method is used, subjects are asked to make relative judgments with respect to their preference for one alternative versus another. 
E)  a and d. 
A)  The rating scale method is currently more popular. 
B)  A fundamental premise underlying the rank order method is that it makes the judgment task as close as possible to a consumer's behavior while actually shopping. 
C)  Rating scale data are easier to analyze. 
D)  When the rating method is used, subjects are asked to make relative judgments with respect to their preference for one alternative versus another. 
E)  a and d.

Question 18

The following questions focus on Conjoint Measurement:
-Conjoint analysis seems to have great potential at the_____ stage of the product development process.

Accepted Answer

A)  idea generation 
B)  business analysis 
C)  concept evaluation 
D)  test marketing 
E)  none of the above 
A)  idea generation 
B)  business analysis 
C)  concept evaluation 
D)  test marketing 
E)  none of the above

Question 19

Accepted Answer

A)  An upper class person could be expected on the average to spend $38 per year more than a lower class person on the product. 
B)  A middle class person could be expected on the average to spend $16 more per year on the product than a lower class person. 
C)  A lower class person could be expected on the average to spend $5 per year on the product. 
D)  An upper class person could be expected on the average to spend $22 more per year on the product than a middle class person. 
E)  An upper class person could be expected on the average to spend $38 per year on the product. 
A)  An upper class person could be expected on the average to spend $38 per year more than a lower class person on the product. 
B)  A middle class person could be expected on the average to spend $16 more per year on the product than a lower class person. 
C)  A lower class person could be expected on the average to spend $5 per year on the product. 
D)  An upper class person could be expected on the average to spend $22 more per year on the product than a middle class person. 
E)  An upper class person could be expected on the average to spend $38 per year on the product.

Question 20

The following questions focus on Conjoint Measurement:
-Which of the following are NOT true of conjoint analysis?

Accepted Answer

A)  Conjoint analysis does not require the respondent to provide self?reports regarding the importance of various product attributes. 
B)  Conjoint analysis attempts to determine individuals' utilities for various product attributes when determining choices. 
C)  Conjoint analysis provides essentially the same results as a multidimensional scaling analysis in a given situation. 
D)  Conjoint analysis is quite dependent on the availability of a computer. 
E)  All of the above are true of conjoint analysis. 
A)  Conjoint analysis does not require the respondent to provide self?reports regarding the importance of various product attributes. 
B)  Conjoint analysis attempts to determine individuals' utilities for various product attributes when determining choices. 
C)  Conjoint analysis provides essentially the same results as a multidimensional scaling analysis in a given situation. 
D)  Conjoint analysis is quite dependent on the availability of a computer. 
E)  All of the above are true of conjoint analysis.

Exam 17: Data Analysis: Investigation of Association

The following questions focus on Conjoint Measurement: -Which of the following statements about conjoint analysis is TRUE?

If there are m category classifications, there needs to be _____ dummy variables in the regression equation.

What assumption(s) of the error terms in a least squares solution of the linear regression model must be satisfied?

The following questions focus on Conjoint Measurement: -Which of the following statements about conjoint analysis is FALSE?

Suppose the least squares solution to a regression analysis produced the following: Y2 = 20 - 39X S2Y/X = 360 S2Y = 3600 R = .90 Which of the following statements is FALSE?

The following questions focus on Conjoint Measurement: -Which of the following is FALSE?

If sß=3.57, and the least squares estimates of ß^ \hat{ß}ß^ is 33.2, calculate the test statistic to determine if this value of ß^ \hat{ß}ß^ could have been due to chance.

Which of the following is NOT a formula for computing the coefficient of determination?

An additional assumption made when discussing the correlation model that was not made in the regression model is

A t statistic has been calculated in order to test the significance of the ß^ \hat{ß}ß^ estimate from a least squares analysis. The estimate was based on 50 observations. How many degrees of freedom are associated with this test?

The coefficient of partial determination r2Y2.1 = .86

In the symbol ßY1.23, the first primary subscript

The following questions focus on Conjoint Measurement: -Conjoint analysis

The following questions focus on Conjoint Measurement: -In which of the following applications would conjoint analysis not be useful?

The following questions focus on Conjoint Measurement: -Which of the following statements regarding the use of rating scale versus rank order judgments in conjoint analysis is FALSE?

The following questions focus on Conjoint Measurement: -Conjoint analysis seems to have great potential at the_____ stage of the product development process.

The following questions focus on Conjoint Measurement: -Which of the following are NOT true of conjoint analysis?

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

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

Appendix: More Multivariate Statistical Techniques

The Research Report

Filters

Suppose the least squares solution to a regression analysis produced the following: Y² = 20 - 39X S²_Y/X = 360 S²_Y = 3600 R = .90 Which of the following statements is FALSE?

If s_ß=3.57, and the least squares estimates of $\hat{ß}$ is 33.2, calculate the test statistic to determine if this value of $\hat{ß}$ could have been due to chance.

A t statistic has been calculated in order to test the significance of the $\hat{ß}$ estimate from a least squares analysis. The estimate was based on 50 observations. How many degrees of freedom are associated with this test?

The coefficient of partial determination r²_Y2.1 = .86

In the symbol ß_Y1.23, the first primary subscript