Question 1

Which statement is true about using factor analysis to create spatial maps?

Accepted Answer

A) By factor analyzing the data obtained using attribute-based approaches, one could derive, for each respondent, n factor scores for each factor, one for each brand. 
B) The dimensions would be labeled by examining the eigenvalues. 
C) Discriminant weights can be used to label the dimensions. 
D) Both A and B are correct. 
A) By factor analyzing the data obtained using attribute-based approaches, one could derive, for each respondent, n factor scores for each factor, one for each brand. 
B) The dimensions would be labeled by examining the eigenvalues. 
C) Discriminant weights can be used to label the dimensions. 
D) Both A and B are correct.

Question 2

________ is a computer program developed for conducting conjoint analysis.

Accepted Answer

A) MONANOVA 
B) PREFMAP 
C) APM 
D) Both B and C 
A) MONANOVA 
B) PREFMAP 
C) APM 
D) Both B and C

Question 3

In conjoint analysis, the dependent variable is usually preference or intention to buy.

Accepted Answer

A) True 
 B)False

Question 4

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

Accepted Answer

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

Question 5

Spatial maps are computed in such a way that the fit increases as the number of dimensions decreases.

Accepted Answer

A) True 
 B)False

Question 6

The metric and non-metric MDS methods often produce vastly different results.

Accepted Answer

A) True 
 B)False

Question 7

What are the limitations of conjoint analysis?

Accepted Answer

In situations where image or brand name

Question 8

Various ways to label dimensions obtained in MDS were mentioned in the text. Which of the ways below was not mentioned in your text?

Accepted Answer

A) Axes may be labeled for the attributes with which they are most closely aligned. 
B) label based on the criteria respondents used in making their evaluations 
C) Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
D) none of the above 
A) Axes may be labeled for the attributes with which they are most closely aligned. 
B) label based on the criteria respondents used in making their evaluations 
C) Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
D) none of the above

Question 9

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

Accepted Answer

A) True 
 B)False

Question 10

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

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 11

Which is an advantage of the direct approach to collecting perception data?

Accepted Answer

A) It is easier to label the dimensions. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) The respondents can be clustered based on the attribute ratings. 
A) It is easier to label the dimensions. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) The respondents can be clustered based on the attribute ratings.

Question 12

________ is a method of configuring a spatial map, such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception 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 13

Which statement is true about correspondence analysis?

Accepted Answer

A) The interpretation of results is similar to that in chi-square analysis. 
B) An advantage over other MDS techniques is that it reduces the data collection demands put on the respondents because only interval or ratio data are obtained. 
C) A disadvantage is that between-set distances cannot be meaningfully interpreted. 
D) All of the statements are true. 
A) The interpretation of results is similar to that in chi-square analysis. 
B) An advantage over other MDS techniques is that it reduces the data collection demands put on the respondents because only interval or ratio data are obtained. 
C) A disadvantage is that between-set distances cannot be meaningfully interpreted. 
D) All of the statements are true.

Question 14

How does hybrid conjoint analysis simplify the data collection task?

Accepted Answer

In the hybrid approach, the respondents

Question 15

MDS could be used for all of the marketing applications below except ________

Accepted Answer

A) Market segmentation - position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
B) Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
C) Consumer intention - how do consumer's intentions to buy the brand vary with different price levels? 
D) Channel decisions - judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions. 
A) Market segmentation - position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
B) Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
C) Consumer intention - how do consumer's intentions to buy the brand vary with different price levels? 
D) Channel decisions - judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions.

Question 16

The pair-wise approach to conducting conjoint analysis stimuli is more commonly used than the full-profile approach.

Accepted Answer

A) True 
 B)False

Question 17

When conducting conjoint analysis, the attributes selected should be salient in influencing consumer preference and choice.

Accepted Answer

A) True 
 B)False

Question 18

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not one of the procedures for assessing the reliability and validity of conjoint analysis results?

Accepted Answer

A) The goodness of fit of the estimated model (R2)should be evaluated. 
B) Stress values or badness of fit measures should be evaluated. Stress values vary with the type of conjoint analysis procedure and the data being analyzed. 
C) Test-retest reliability can be assessed by obtaining a few replicated judgments and correlating them. 
D) Internal validity can be determined by correlating predicted evaluations with those obtained from the respondents. 
A) The goodness of fit of the estimated model (R2)should be evaluated. 
B) Stress values or badness of fit measures should be evaluated. Stress values vary with the type of conjoint analysis procedure and the data being analyzed. 
C) Test-retest reliability can be assessed by obtaining a few replicated judgments and correlating them. 
D) Internal validity can be determined by correlating predicted evaluations with those obtained from the respondents.

Question 20

When constructing conjoint analysis, full or complete profiles of brands are constructed for all the attributes in (the)________.

Accepted Answer

A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C 
A) full-profile approach 
B) pair-wise approach 
C) two-factor evaluations 
D) both B and C

Exam 21: Multidimensional Scaling and Conjoint Analysis

Which statement is true about using factor analysis to create spatial maps?

________ is a computer program developed for conducting conjoint analysis.

In conjoint analysis, the dependent variable is usually preference or intention to buy.

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

Spatial maps are computed in such a way that the fit increases as the number of dimensions decreases.

The metric and non-metric MDS methods often produce vastly different results.

What are the limitations of conjoint analysis?

Various ways to label dimensions obtained in MDS were mentioned in the text. Which of the ways below was not mentioned in your text?

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

Which is an advantage of the direct approach to collecting perception data?

________ is a method of configuring a spatial map, such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

Which statement is true about correspondence analysis?

How does hybrid conjoint analysis simplify the data collection task?

MDS could be used for all of the marketing applications below except ________

The pair-wise approach to conducting conjoint analysis stimuli is more commonly used than the full-profile approach.

When conducting conjoint analysis, the attributes selected should be salient in influencing consumer preference and choice.

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

Which of the following is not one of the procedures for assessing the reliability and validity of conjoint analysis results?

When constructing conjoint analysis, full or complete profiles of brands are constructed for all the attributes in (the)________.

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

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