Question 1

In choice-based conjunct,if an important attribute is omitted from the study,

Accepted Answer

A)  respondents may make inferences about the missing attribute 
B)  respondents may become increasingly uncooperative with the researchers 
C)  respondents may show a preference for higher price levels 
D)  both a and c

Question 2

The research method that is used to understand and quantify trade-offs is

Accepted Answer

A)  factor analysis 
B)  discriminant analysis 
C)  conjoint analysis 
D)  multidimensional scaling

Question 3

A valenced attribute is

Accepted Answer

A)  an attribute with many, usually greater than 7, levels 
B)  an attribute where some levels are universally preferred 
C)  an attribute with one or more undetermined levels 
D)  a constructed attribute that mixes one or more levels of other attributes

Question 4

Advantages of choice-based conjunct include all of the following except

Accepted Answer

A)  it is dramatically more "real world" than other conjoint tasks 
B)  consumers are accustomed to judging and calibrating their own preferences 
C)  it is transparent and easy for respondents 
D)  it can be highly efficient and handling multiple attributes and product profiles simultaneously

Question 5

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions.
 
-The output above shows that Buyer A generally values brightness more than bulb life,whereas Buyer B generally has the opposite preference.

Accepted Answer

A) True 
 B)False

Question 6

What does an adaptive conjoint program do?

Accepted Answer

The answer of What does an adaptive conjoint program do?...

Question 7

Advantages of adaptive conjoint include all of the following except

Accepted Answer

A)  it allows one to quickly zero in on accurate utility measurements for a particular respondent 
B)  the researcher can specify exactly how much accuracy is required 
C)  it is especially suitable if there are many attribute levels 
D)  adaptive conjoint routines are included in most general statistics programs

Question 8

In interdependence methods,like conjoint and factor analyses,one or more variables are designated as being predicted by (dependent on)a set of independent variables.

Accepted Answer

A) True 
 B)False

Question 9

A stress level of over 0.2 may indicate that a higher-dimensional solution may be called for.

Accepted Answer

A) True 
 B)False

Question 10

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
 
-Given the part worths above,what is the utility for a 75-watt bulb that burns for 1500 hours and costs $2.50?

Accepted Answer

The answer of Refer to this output regarding part worths...

Question 11

To determine the optimal product from conjoint results,researchers

Accepted Answer

A)  choose the levels of each attribute with the highest part worths, including the price attribute 
B)  incorporate information about production and distribution costs with the conjoint results to determine product attributes and price that result in profit 
C)  fit continuous curves through the part worths, including price, and use the levels at the highest points of these curves 
D)  none of the above

Question 12

In adaptive conjoint,if the first few conjoint responses indicate that a respondent is insensitive to some aspect of a product,

Accepted Answer

A)  he or she should be questioned on that attribute in greater detail to determine why 
B)  he or she should be questioned on that attribute in greater detail to achieve more finely-grained data 
C)  he or she should be questioned on trade-offs more relevant to that person 
D)  he or she should be questioned exactly as planned in the research design

Question 13

Multidimensional scaling

Accepted Answer

A)  relies on a prior decision about which dimensions are important 
B)  depicts categories and brands in terms of attributes displayed on a perceptual map 
C)  requires collection of data on each attribute of similarity or difference 
D)  all of the above 
E)  none of the above

Question 14

The set of utility values for Buyer A given in question #10 is the unique solution to the rankings given.

Accepted Answer

A) True 
 B)False

Question 15

One technique that can be used with an ordinal level dependent variable and nominally-scaled independent variables is conjoint measurement.

Accepted Answer

A) True 
 B)False

Question 16

An advantage of test markets is that products can be adjusted on the fly if targets are not being met.

Accepted Answer

A) True 
 B)False

Question 17

Disadvantages of adaptive conjoint include all of the following except

Accepted Answer

A)  greater costs 
B)  it sometimes requires dedicated lab facilities 
C)  the number of attribute levels that it can handle is limited 
D)  greater complexity

Question 18

MDS will always provide as faithful a representation of _______________ as possible.

Accepted Answer

A)  relative similarity or distance 
B)  relative attribute levels 
C)  absolute map positions 
D)  absolute attribute levels

Question 19

A stress score of 0.1 in a multidimensional scaling is considered

Accepted Answer

A)  poor 
B)  fair 
C)  good 
D)  excellent

Question 20

The set of conjoint analysis methods used by marketing professionals include of all of the following except

Accepted Answer

A)  k-means conjoint 
B)  orthogonal designs 
C)  adaptive conjoint 
D)  choice-based conjoint

Exam 11: Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

In choice-based conjunct,if an important attribute is omitted from the study,

The research method that is used to understand and quantify trade-offs is

A valenced attribute is

Advantages of choice-based conjunct include all of the following except

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions. -The output above shows that Buyer A generally values brightness more than bulb life,whereas Buyer B generally has the opposite preference.

What does an adaptive conjoint program do?

Advantages of adaptive conjoint include all of the following except

In interdependence methods,like conjoint and factor analyses,one or more variables are designated as being predicted by (dependent on)a set of independent variables.

A stress level of over 0.2 may indicate that a higher-dimensional solution may be called for.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Given the part worths above,what is the utility for a 75-watt bulb that burns for 1500 hours and costs $2.50?

To determine the optimal product from conjoint results,researchers

In adaptive conjoint,if the first few conjoint responses indicate that a respondent is insensitive to some aspect of a product,

Multidimensional scaling

The set of utility values for Buyer A given in question #10 is the unique solution to the rankings given.

One technique that can be used with an ordinal level dependent variable and nominally-scaled independent variables is conjoint measurement.

An advantage of test markets is that products can be adjusted on the fly if targets are not being met.

Disadvantages of adaptive conjoint include all of the following except

MDS will always provide as faithful a representation of _______________ as possible.

A stress score of 0.1 in a multidimensional scaling is considered

The set of conjoint analysis methods used by marketing professionals include of all of the following except