Exam 21: Multidimensional Scaling and Conjoint Analysis

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________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

(Multiple Choice)

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Question 81

Conjoint analysis assumes that the important attributes of a product can be identified.

(True/False)

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Question 82

In conjoint analysis, the importance of an attribute, I_i, is defined in terms of the range of the part-worths, α_ij, across the levels of that attribute I_i = {max(α_ij)- min(α_ij)}, for each i.

(True/False)

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Question 83

________ is a computer program developed for conducting MDS.

(Multiple Choice)

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Question 84

The configuration derived from preference data is very similar to that obtained from similarity data.

(True/False)

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Question 85

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.

(True/False)

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Question 86

Which statement is not true about formulating the conjoint analysis problem?

(Multiple Choice)

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Question 87

________ is a lack of fit measure; higher values indicate poorer fits.

(Multiple Choice)

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Question 88

What are the disadvantages of internal analysis of preferences?

(Essay)

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Question 89

Correspondence analysis requires more effort on the part of the respondent than other MDS techniques.

(True/False)

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Question 90

Which of the following is not a factor influencing the MDS selection procedure?

(Multiple Choice)

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Question 91

In conjoint analysis, ________ are a special class of fractional designs that enable the efficient estimation of all main effects.

(Multiple Choice)

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Question 92

The derivation and use of ________ lie at the heart of multidimensional scaling.

(Multiple Choice)

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Question 93

Which of the following is not a way to assess reliability and validity of the MDS solution?

(Multiple Choice)

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Question 94

MDS solutions are subject to substantial random variability.

(True/False)

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Question 95

Suppose a researcher is interested in obtaining consumer perceptions of automobiles, the choice of the number and specific brands or stimuli to be included in the MDS analysis should be based on the statement of the marketing research problem and theory only. The researcher should not bias the research by also using his judgment to determine what should be included in the analysis.

(True/False)

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Question 96

Conjoint analysis could be used for all of the marketing applications below except ________.

(Multiple Choice)

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Question 97

Which of the following is a way to interpret the configuration or spatial map?

(Multiple Choice)

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Question 98

Stress values indicate the proportion of variance of the optimally scaled data that is not accounted for by the MDS model.

(True/False)

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Question 99

Define and describe hybrid conjoint analysis.

(Essay)

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Question 100

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Exam 21: Multidimensional Scaling and Conjoint Analysis

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

Conjoint analysis assumes that the important attributes of a product can be identified.

In conjoint analysis, the importance of an attribute, Ii, is defined in terms of the range of the part-worths, αij, across the levels of that attribute Ii = {max(αij)- min(αij)}, for each i.

________ is a computer program developed for conducting MDS.

The configuration derived from preference data is very similar to that obtained from similarity data.

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, Wi.

Which statement is not true about formulating the conjoint analysis problem?

________ is a lack of fit measure; higher values indicate poorer fits.

What are the disadvantages of internal analysis of preferences?

Correspondence analysis requires more effort on the part of the respondent than other MDS techniques.

Which of the following is not a factor influencing the MDS selection procedure?

In conjoint analysis, ________ are a special class of fractional designs that enable the efficient estimation of all main effects.

The derivation and use of ________ lie at the heart of multidimensional scaling.

Which of the following is not a way to assess reliability and validity of the MDS solution?

MDS solutions are subject to substantial random variability.

Conjoint analysis could be used for all of the marketing applications below except ________.

Which of the following is a way to interpret the configuration or spatial map?

Stress values indicate the proportion of variance of the optimally scaled data that is not accounted for by the MDS model.

Define and describe hybrid conjoint analysis.

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 conjoint analysis, the importance of an attribute, I_i, is defined in terms of the range of the part-worths, α_ij, across the levels of that attribute I_i = {max(α_ij)- min(α_ij)}, for each i.

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.