Question 1

A company that is trying to determine which 3 distinct target markets to focus its marketing efforts on might use which statistical tool?

Accepted Answer

A) ANOVA 
B) multiple regression analysis 
C) cluster analysis 
D) bivariate regression 
A) ANOVA 
B) multiple regression analysis 
C) cluster analysis 
D) bivariate regression

Question 2

An analyst is trying to group together persons who attend theatre performances and who prefer a dinner to accompany the theatre performance.Hence,the two pieces of information are 1)frequency of attending theatre performances and 2)preference for a dinner-theatre format.What type of analysis should be undertaken to determine if those persons preferring the dinner-theatre format are those who attend theatre performances more frequently?

Accepted Answer

This problem would be best sol

Question 3

If the goal of an analysis is to group respondents into mutually exclusive and collectively exhaustive subgroups,the preferred procedure would be cluster analysis.

Accepted Answer

A) True 
 B)False

Question 4

Cluster analysis is particularly valuable for what type of marketing strategy?

Accepted Answer

A) product differentiation 
B) positioning 
C) segmentation 
D) none of the above 
A) product differentiation 
B) positioning 
C) segmentation 
D) none of the above

Question 5

______________ is a measure of the percentage of the variation in the dependent variable that is explained by the variation in the independent variables.

Accepted Answer

A) Discriminant weights 
B) Factor loadings 
C) Coefficient of determination 
D) Coefficient of correlation 
A) Discriminant weights 
B) Factor loadings 
C) Coefficient of determination 
D) Coefficient of correlation

Question 6

In factor analysis,naming factors is a somewhat subjective step,combining intuition and knowledge of the variables with an inspection of the variables that have high loadings on each factor.

Accepted Answer

A) True 
 B)False

Question 7

The purpose of factor analysis can be best described as:

Accepted Answer

A) data simplification by summarizing the information contained in a large number of variables into summary measures. 
B) presenting the relationship between multiple categorical measures in a low-dimensional diagram. 
C) assessing the significance of group differences across many metric dependent variables simultaneously. 
D) assessing the degree of correlation of a group of categorical measures. 
A) data simplification by summarizing the information contained in a large number of variables into summary measures. 
B) presenting the relationship between multiple categorical measures in a low-dimensional diagram. 
C) assessing the significance of group differences across many metric dependent variables simultaneously. 
D) assessing the degree of correlation of a group of categorical measures.

Question 8

A client wanted to know which preventive health care information (PHC)sources were related to each other.The following table has factor loadings for 10 types of preventive health care information using a Varimax rotation.Based on the table of results below,what would you tell your client?

Accepted Answer

a)Analysis of the factor loadings couple

Question 9

Perceptual mapping enables a company to see how its brand compares with others in the minds of consumers.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following techniques might be most useful in helping a restaurant determine how to position itself in the marketplace?

Accepted Answer

A) factor analysis 
B) multiple regression analysis 
C) conjoint analysis 
D) perceptual mapping 
A) factor analysis 
B) multiple regression analysis 
C) conjoint analysis 
D) perceptual mapping

Question 11

Which of the following is not a step in conjoint analysis?

Accepted Answer

A) collecting trade-off data 
B) estimating factor loadings 
C) estimating preference structures 
D) predicting consumers' choice 
A) collecting trade-off data 
B) estimating factor loadings 
C) estimating preference structures 
D) predicting consumers' choice

Question 12

If a product manager wanted to see how his company's products are rated by consumers against competing products across several dimensions,the best procedure would be:

Accepted Answer

A) conjoint analysis. 
B) multiple regression analysis. 
C) perceptual mapping. 
D) cluster analysis. 
A) conjoint analysis. 
B) multiple regression analysis. 
C) perceptual mapping. 
D) cluster analysis.

Question 13

In the multiple regression formula,which of the following represents the dependent variable?

Accepted Answer

A) Y 
B) a 
C) b1 
D) X1 
A) Y 
B) a 
C) b1 
D) X1

Question 14

If a company was interested in the impact that advertising and sales price had on sales,cluster analysis would be an appropriate tool to use.

Accepted Answer

A) True 
 B)False

Question 15

This analytical technique helps determine what features a new product or service should have and how it should be priced.

Accepted Answer

A) factor analysis 
B) perceptual mapping 
C) multiple discriminant analysis 
D) conjoint analysis 
A) factor analysis 
B) perceptual mapping 
C) multiple discriminant analysis 
D) conjoint analysis

Question 16

A dependent variable is coded 1=respondent did purchase and 0=respondent did not purchase.Independent variables include various demographic and lifestyle characteristics of the respondents.The goal of the analysis is to determine how respondents who did purchase are different from respondents who did not purchase.Which of the following procedures goes with the preceding description?

Accepted Answer

A) multiple discriminant analysis 
B) multiple regression analysis 
C) cluster analysis 
D) perceptual mapping 
A) multiple discriminant analysis 
B) multiple regression analysis 
C) cluster analysis 
D) perceptual mapping

Question 17

Suppose an analyst wanted to determine whether or not dollars spent on advertising,number of sales people,number of new products introduced,and dollars spent on research and development were contributing to the growth in company market share.Which of the following procedures would be most appropriate?

Accepted Answer

A) conjoint analysis 
B) cluster analysis 
C) multiple regression analysis 
D) perceptual mapping 
A) conjoint analysis 
B) cluster analysis 
C) multiple regression analysis 
D) perceptual mapping

Question 18

Which of the following multivariate procedures does not include a dependent variable in its analysis?

Accepted Answer

A) multiple regression analysis 
B) cluster analysis 
C) multiple discriminant analysis 
D) None of the above procedures includes a dependent variable. 
A) multiple regression analysis 
B) cluster analysis 
C) multiple discriminant analysis 
D) None of the above procedures includes a dependent variable.

Question 19

Multiple regression analysis can group respondents into subgroups when there are at least 4 classification variables.

Accepted Answer

A) True 
 B)False

Question 20

The independent variables in multiple regression should not be correlated with each other.

Accepted Answer

A) True 
 B)False

Exam 18: A: Multivariate Data Analysis

A company that is trying to determine which 3 distinct target markets to focus its marketing efforts on might use which statistical tool?

If the goal of an analysis is to group respondents into mutually exclusive and collectively exhaustive subgroups,the preferred procedure would be cluster analysis.

Cluster analysis is particularly valuable for what type of marketing strategy?

______________ is a measure of the percentage of the variation in the dependent variable that is explained by the variation in the independent variables.

In factor analysis,naming factors is a somewhat subjective step,combining intuition and knowledge of the variables with an inspection of the variables that have high loadings on each factor.

The purpose of factor analysis can be best described as:

A client wanted to know which preventive health care information (PHC)sources were related to each other.The following table has factor loadings for 10 types of preventive health care information using a Varimax rotation.Based on the table of results below,what would you tell your client?

Perceptual mapping enables a company to see how its brand compares with others in the minds of consumers.

Which of the following techniques might be most useful in helping a restaurant determine how to position itself in the marketplace?

Which of the following is not a step in conjoint analysis?

If a product manager wanted to see how his company's products are rated by consumers against competing products across several dimensions,the best procedure would be:

In the multiple regression formula,which of the following represents the dependent variable?

If a company was interested in the impact that advertising and sales price had on sales,cluster analysis would be an appropriate tool to use.

This analytical technique helps determine what features a new product or service should have and how it should be priced.

Which of the following multivariate procedures does not include a dependent variable in its analysis?

Multiple regression analysis can group respondents into subgroups when there are at least 4 classification variables.

The independent variables in multiple regression should not be correlated with each other.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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