Question 1

The ________ is a nonhierarchical method in which a cluster center is selected and all objects within a pre-specified threshold value from the center are grouped together.

Accepted Answer

A)  Ward's procedure 
B)  optimizing partitioning method 
C)  sequential threshold method 
D)  parallel threshold method 
A)  Ward's procedure 
B)  optimizing partitioning method 
C)  sequential threshold method 
D)  parallel threshold method

Question 2

Cluster analysis requires prior knowledge of the cluster or group membership for each object or case included to develop the classification rule.

Accepted Answer

A) True 
 B)False

Question 3

A ________ is a lower-triangle matrix containing pairwise distances between objects or cases.

Accepted Answer

A)  similarity/distance coefficient matrix 
B)  classification matrix 
C)  factor matrix 
D)  correlation matrix 
A)  similarity/distance coefficient matrix 
B)  classification matrix 
C)  factor matrix 
D)  correlation matrix

Question 4

________ is frequently referred to as k-means clustering.

Accepted Answer

A)  Non-hierarchical clustering 
B)  Ward's method 
C)  Agglomerative clustering 
D)  Divisive clustering 
A)  Non-hierarchical clustering 
B)  Ward's method 
C)  Agglomerative clustering 
D)  Divisive clustering

Question 5

The centroid method is a variance method of hierarchical clustering in which the distance between two clusters is the distance between their centroids (means for all the variables).

Accepted Answer

A) True 
 B)False

Question 6

To use cluster analysis for clustering variables to identify homogeneous groups,the researcher could do all of the following except ________.

Accepted Answer

A)  inserting communalities in the diagonal of the correlation matrix 
B)  using the correlation coefficient as a measure of similarity between variables 
C)  using the variables as the units of analysis 
D)  A and B 
A)  inserting communalities in the diagonal of the correlation matrix 
B)  using the correlation coefficient as a measure of similarity between variables 
C)  using the variables as the units of analysis 
D)  A and B

Question 7

One method of assessing reliability and validity of clustering is to use different methods of clustering and compare the results.

Accepted Answer

A) True 
 B)False

Question 8

To reduce the number of variables,a large set of variables can often be replaced by the set of cluster components.

Accepted Answer

A) True 
 B)False

Question 9

Principal components are usually easier to interpret than the cluster components.

Accepted Answer

A) True 
 B)False

Question 10

Clustering should be done on samples of at least 300 or more.

Accepted Answer

A) True 
 B)False

Question 11

If cluster analysis is used as a general data reduction tool,subsequent multivariate analysis can be conducted on the clusters rather than on the individual observations.

Accepted Answer

A) True 
 B)False

Question 12

________ methods are commonly used in marketing research.

Accepted Answer

A)  Agglomerative clustering 
B)  TwoStep clustering 
C)  Divisive clustering 
D)  Optimizing partitioning 
A)  Agglomerative clustering 
B)  TwoStep clustering 
C)  Divisive clustering 
D)  Optimizing partitioning

Question 13

________ is a clustering procedure characterized by the development of a tree-like structure.

Accepted Answer

A)  Optimizing partitioning clustering 
B)  Non-hierarchical clustering 
C)  Hierarchical clustering 
D)  TwoStep clustering 
A)  Optimizing partitioning clustering 
B)  Non-hierarchical clustering 
C)  Hierarchical clustering 
D)  TwoStep clustering

Question 14

Choice of a clustering method and choice of a distance measure are interrelated.

Accepted Answer

A) True 
 B)False

Question 15

Most ________ methods are heuristics based on algorithms.

Accepted Answer

A)  analysis of variance 
B)  discriminant analysis 
C)  factor analysis 
D)  clustering 
A)  analysis of variance 
B)  discriminant analysis 
C)  factor analysis 
D)  clustering

Question 16

Formal procedures for assessing the reliability and validity of clustering are simple and should be undertaken.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not a procedure to check the quality of clustering results?

Accepted Answer

A)  Use the same method of clustering and compare the results. 
B)  Split the data randomly into halves.Perform clustering separately on each half.Compare cluster centroids across the two subsamples. 
C)  Perform cluster analysis on the same data using different distance measures.Compare the results across measures to determine the stability of the solutions. 
D)  Delete variables randomly.Perform clustering based on the reduced set of variables.Compare the results with those obtained by clustering based on the entire set of variables. 
A)  Use the same method of clustering and compare the results. 
B)  Split the data randomly into halves.Perform clustering separately on each half.Compare cluster centroids across the two subsamples. 
C)  Perform cluster analysis on the same data using different distance measures.Compare the results across measures to determine the stability of the solutions. 
D)  Delete variables randomly.Perform clustering based on the reduced set of variables.Compare the results with those obtained by clustering based on the entire set of variables.

Question 18

________ is a clustering procedure where all objects start out in one giant cluster.Clusters are formed by dividing this cluster into smaller and smaller clusters.

Accepted Answer

A)  Divisive clustering 
B)  Agglomerative clustering 
C)  Hierarchical clustering 
D)  Non-hierarchical clustering 
A)  Divisive clustering 
B)  Agglomerative clustering 
C)  Hierarchical clustering 
D)  Non-hierarchical clustering

Question 19

In non-hierarchical clustering,plotting the ratio of total within-group variance to between-group variance against the number of clusters is useful if you are ________.

Accepted Answer

A)  interpreting and profiling the clusters 
B)  deciding on the number of clusters 
C)  assessing the validity of clustering 
D)  both B and C 
A)  interpreting and profiling the clusters 
B)  deciding on the number of clusters 
C)  assessing the validity of clustering 
D)  both B and C

Question 20

The most commonly used measure of similarity is the ________ or its square.

Accepted Answer

A)  Chebychev's distance 
B)  Manhattan distance 
C)  euclidean distance 
D)  city-block distance 
A)  Chebychev's distance 
B)  Manhattan distance 
C)  euclidean distance 
D)  city-block distance

Exam 20: Cluster Analysis

The ________ is a nonhierarchical method in which a cluster center is selected and all objects within a pre-specified threshold value from the center are grouped together.

Cluster analysis requires prior knowledge of the cluster or group membership for each object or case included to develop the classification rule.

A ________ is a lower-triangle matrix containing pairwise distances between objects or cases.

________ is frequently referred to as k-means clustering.

The centroid method is a variance method of hierarchical clustering in which the distance between two clusters is the distance between their centroids (means for all the variables).

To use cluster analysis for clustering variables to identify homogeneous groups,the researcher could do all of the following except ________.

One method of assessing reliability and validity of clustering is to use different methods of clustering and compare the results.

To reduce the number of variables,a large set of variables can often be replaced by the set of cluster components.

Principal components are usually easier to interpret than the cluster components.

Clustering should be done on samples of at least 300 or more.

If cluster analysis is used as a general data reduction tool,subsequent multivariate analysis can be conducted on the clusters rather than on the individual observations.

________ methods are commonly used in marketing research.

________ is a clustering procedure characterized by the development of a tree-like structure.

Choice of a clustering method and choice of a distance measure are interrelated.

Most ________ methods are heuristics based on algorithms.

Formal procedures for assessing the reliability and validity of clustering are simple and should be undertaken.

Which of the following is not a procedure to check the quality of clustering results?

________ is a clustering procedure where all objects start out in one giant cluster.Clusters are formed by dividing this cluster into smaller and smaller clusters.

In non-hierarchical clustering,plotting the ratio of total within-group variance to between-group variance against the number of clusters is useful if you are ________.

The most commonly used measure of similarity is the ________ or its square.

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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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