Question 1

In conjoint analysis, ________ are utility functions that describe the utility consumers attach to the levels of each attribute.

Accepted Answer

A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels 
A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels C

Question 2

If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

Accepted Answer

A) True 
 B)False  False

Question 3

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

Accepted Answer

A) True 
 B)False  True

Question 4

In ________ approaches to collecting perception data, the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

Accepted Answer

A) direct 
B) preference 
C) derived 
D) Likert 
A) direct 
B) preference 
C) derived 
D) Likert

Question 5

What are the steps involved in conducting multidimensional scaling?

Accepted Answer

∙ formulate the problem
∙ obta

Question 6

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

Accepted Answer

A) It is possible to reduce the number of paired comparisons by using cyclical designs. 
B) The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C) The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
D) The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach. 
A) It is possible to reduce the number of paired comparisons by using cyclical designs. 
B) The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C) The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
D) The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach.

Question 7

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

Accepted Answer

A) Conjoint analysis 
B) Regression analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS) 
A) Conjoint analysis 
B) Regression analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS)

Question 8

In MDS, when a spatial map is obtained, it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.

Accepted Answer

A) interval; interval 
B) ratio; interval 
C) ordinal; interval 
D) interval; ratio 
A) interval; interval 
B) ratio; interval 
C) ordinal; interval 
D) interval; ratio

Question 9

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

Accepted Answer

A) Metric analysis of preferences 
B) Correspondence analysis 
C) Internal analysis of preferences 
D) External analysis of preferences 
A) Metric analysis of preferences 
B) Correspondence analysis 
C) Internal analysis of preferences 
D) External analysis of preferences

Question 10

Quantitative data can be mapped using correspondence analysis.

Accepted Answer

A) True 
 B)False

Question 11

If the attribute-based approaches are used to obtain input data, spatial maps can also be obtained by using factor or discriminant analysis.

Accepted Answer

A) True 
 B)False

Question 12

For metric conjoint analysis input data, the respondents provide ratings.

Accepted Answer

A) True 
 B)False

Question 13

With the full-profile approach to constructing conjoint analysis stimuli, respondents rank all the stimulus profiles.

Accepted Answer

A) True 
 B)False

Question 14

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
 
What does αij represent?

Accepted Answer

A) 1 if the jth level of the ith attribute is present, or 0 otherwise. 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2,...m) 
C) number of attributes 
D) number of levels of attribute i 
A) 1 if the jth level of the ith attribute is present, or 0 otherwise. 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2,...m) 
C) number of attributes 
D) number of levels of attribute i

Question 15

Which of the Kruskal's stress formula 1 values below represent a perfect fit of the MDS model?

Accepted Answer

A) 1.00 
B) 0.90 
C) 0.10 
D) 0 
A) 1.00 
B) 0.90 
C) 0.10 
D) 0

Question 16

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

Accepted Answer

Direct approaches have the advantage tha

Question 17

Direct approaches to collecting perception data are attribute-based approaches.

Accepted Answer

A) True 
 B)False

Question 18

Which approach is best to use to obtain perception data, the direct approach or the derived approach?

Accepted Answer

The direct approaches are more frequentl

Question 19

The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.

Accepted Answer

A) True 
 B)False

Question 20

In direct approaches to gathering perception data, respondents are asked to make similarity judgments on pairs of various brands or stimuli.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

In conjoint analysis, ________ are utility functions that describe the utility consumers attach to the levels of each attribute.

If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

In ________ approaches to collecting perception data, the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

What are the steps involved in conducting multidimensional scaling?

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

In MDS, when a spatial map is obtained, it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

Quantitative data can be mapped using correspondence analysis.

If the attribute-based approaches are used to obtain input data, spatial maps can also be obtained by using factor or discriminant analysis.

For metric conjoint analysis input data, the respondents provide ratings.

With the full-profile approach to constructing conjoint analysis stimuli, respondents rank all the stimulus profiles.

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does αij represent?

Which of the Kruskal's stress formula 1 values below represent a perfect fit of the MDS model?

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

Direct approaches to collecting perception data are attribute-based approaches.

Which approach is best to use to obtain perception data, the direct approach or the derived approach?

The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.

In direct approaches to gathering perception data, respondents are asked to make similarity judgments on pairs of various brands or stimuli.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

In MDS, when a spatial map is obtained, it is assumed that interpoint distances are scaled and that the axes of the map are multidimensional scaled.

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does α_ijrepresent?