Question 1

For nonmetric conjoint analysis input data, the respondents are typically required to provide rank order evaluations.

Accepted Answer

A) True 
 B)False

Question 2

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

Accepted Answer

A) True 
 B)False

Question 3

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

Accepted Answer

A) True 
 B)False

Question 4

Correspondence analysis data is binary or categorical.

Accepted Answer

A) True 
 B)False

Question 5

Decisions related to selecting the conjoint analysis procedure include all of the following except ________.

Accepted Answer

A) whether perception or preference data are being scaled 
B) whether to average the data at the individual-respondent level or the aggregate level 
C) which grouping procedure to use 
D) which model for estimating parameters should be specified 
A) whether perception or preference data are being scaled 
B) whether to average the data at the individual-respondent level or the aggregate level 
C) which grouping procedure to use 
D) which model for estimating parameters should be specified

Question 6

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?

Accepted Answer

A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion 
A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion

Question 7

Non-metric MDS procedures assume that the input data are ordinal, and they result in ordinal output.

Accepted Answer

A) True 
 B)False

Question 8

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

Accepted Answer

A) True 
 B)False

Question 9

Contrast conjoint analysis with MDS.

Accepted Answer

Like multidimensional scaling, conjoint

Question 10

Values of .60 or better are considered acceptable values of ________, the index of fit.

Accepted Answer

A) attribute levels 
B) stress 
C) R-square 
D) relative importance weights 
A) attribute levels 
B) stress 
C) R-square 
D) relative importance weights

Question 11

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.

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 12

For interpreting conjoint analysis, it is helpful to plot the part-worth functions.

Accepted Answer

A) True 
 B)False

Question 13

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

Accepted Answer

A) Formulating the problem 
B) Obtaining input data 
C) Selecting an MDS procedure 
D) Deciding on the number of dimensions 
A) Formulating the problem 
B) Obtaining input data 
C) Selecting an MDS procedure 
D) Deciding on the number of dimensions

Question 14

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

Accepted Answer

A) True 
 B)False

Question 15

List the steps in conjoint analysis.

Accepted Answer

Formulate the problem.
Constru

Question 16

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Accepted Answer

A) True 
 B)False

Question 17

Which of the ways below is not a way in which preference data might be obtained?

Accepted Answer

A) asking respondents to rank brands from the most preferred to the least preferred 
B) asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
C) asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
D) asking respondents for preference ratings for the various brands 
A) asking respondents to rank brands from the most preferred to the least preferred 
B) asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
C) asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
D) asking respondents for preference ratings for the various brands

Question 18

Preference data order the brands or stimuli in terms of respondents' preference for some property.

Accepted Answer

A) True 
 B)False

Question 19

In MDS, at minimum, ________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

Accepted Answer

A) 6; 20 
B) 6; 25 
C) 8; 20 
D) 8; 25 
A) 6; 20 
B) 6; 25 
C) 8; 20 
D) 8; 25

Question 20

To develop spatial maps by means of discriminant analysis, the independent variable is the brand rated and the dependent variables are the attribute ratings.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

For nonmetric conjoint analysis input data, the respondents are typically required to provide rank order evaluations.

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

Correspondence analysis data is binary or categorical.

Decisions related to selecting the conjoint analysis procedure include all of the following except ________.

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?

Non-metric MDS procedures assume that the input data are ordinal, and they result in ordinal output.

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

Contrast conjoint analysis with MDS.

Values of .60 or better are considered acceptable values of ________, the index of fit.

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.

For interpreting conjoint analysis, it is helpful to plot the part-worth functions.

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

List the steps in conjoint analysis.

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Which of the ways below is not a way in which preference data might be obtained?

Preference data order the brands or stimuli in terms of respondents' preference for some property.

In MDS, at minimum, ________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

To develop spatial maps by means of discriminant analysis, the independent variable is the brand rated and the dependent variables are the attribute ratings.

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, at minimum, brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than brands is likely to be cumbersome and may result in respondent fatigue.