Question 1

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue less than zero.

Accepted Answer

A) True 
 B)False  False

Question 2

Marketing managers in the America-First Corporation routinely create "gap maps" representing the position of their product vis-à-vis competitive offerings.These maps,based on managerial expertise and judgment,are examples of a(n)_____ GAP map.

Accepted Answer

A)  AR perceptual
B)  determinant
C)  OS perceptual
D)  experiential B

Question 3

The feature attribute of a product indicates:

Accepted Answer

A)  what the product does and how it works.
B)  what the product consists of.
C)  how the product provides satisfaction to the user.
D)  how simple it is to use the product. B

Question 4

Techniques used for creating perceptual gap maps based on overall similarities require customers to rate choices on individual attributes.

Accepted Answer

A) True 
 B)False

Question 5

With reference to gap maps,attributes that are static and quantifiable are called determinant attributes.

Accepted Answer

A) True 
 B)False

Question 6

Discuss various attributes of products with examples.

Accepted Answer

The answer of Discuss various attributes of products with examples....

Question 7

Sales data generated by using statistical forecasting techniques is used to for creating determinant gap map.

Accepted Answer

A) True 
 B)False

Question 8

In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:

Accepted Answer

A)  attribute analysis.
B)  cluster analysis.
C)  factor analysis.
D)  function analysis.

Question 9

Dimensional analysis focuses upon:

Accepted Answer

A)  features.
B)  functions.
C)  benefits.
D)  economic gains.

Question 10

On a market map produced by gap analysis,customer perceptions of various products are indicated by:

Accepted Answer

A)  their positions on the map.
B)  their relative size.
C)  a unique color code.
D)  a unique shape code.

Question 11

Which of the following is a statistical technique available in computer packages which is typically used to reduce the large number of attributes to a small number of underlying dimensions,which can then serve as the axes of the perceptual map?

Accepted Answer

A)  Factor analysis
B)  PEST analysis
C)  Cluster analysis
D)  Projective analysis

Question 12

The "data cubes" produced by AR perceptual gap maps are typically too large / complicated to be of practical value to managers.

Accepted Answer

A) True 
 B)False

Question 13

The data obtained from users using customer attribute ratings is used for creating an OS perceptual gap map.

Accepted Answer

A) True 
 B)False

Question 14

Discuss various drawbacks of gap analysis.

Accepted Answer

The answer of Discuss various drawbacks of gap analysis....

Question 15

Once a factor analysis is done,which of the following are used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?

Accepted Answer

A)  The factor test and scree rule
B)  The scree test and eigenvalue rule
C)  The cluster test and factor rule
D)  The level test and eigenvalue rule

Question 16

Describe determinant gap maps.

Accepted Answer

The answer of Describe determinant gap maps....

Question 17

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue greater than:

Accepted Answer

A)  5.0.
B)  0.5.
C)  1.0.
D)  10.0.

Question 18

The first step in creating AR perceptual GAP maps typically is to:

Accepted Answer

A)  measure consumers attribute perceptions using a Likert-type scale.
B)  create a data cube.
C)  conduct a factor analysis.
D)  conduct a cluster analysis.

Question 19

MDS attempts to plot the choices on a map such that the similarities are best preserved.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is true regarding an attribute rating perceptual gap mapping method?

Accepted Answer

A)  It takes into consideration the "phantom" attributes.
B)  It uses multidimensional scaling to develop a perceptual map.
C)  It typically uses Likert-type scales to gather data from customers.
D)  It is developed from the past sales data.

Exam 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue less than zero.

Marketing managers in the America-First Corporation routinely create "gap maps" representing the position of their product vis-à-vis competitive offerings.These maps,based on managerial expertise and judgment,are examples of a(n) _____ GAP map.

The feature attribute of a product indicates:

Techniques used for creating perceptual gap maps based on overall similarities require customers to rate choices on individual attributes.

With reference to gap maps,attributes that are static and quantifiable are called determinant attributes.

Discuss various attributes of products with examples.

Sales data generated by using statistical forecasting techniques is used to for creating determinant gap map.

In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:

Dimensional analysis focuses upon:

On a market map produced by gap analysis,customer perceptions of various products are indicated by:

Which of the following is a statistical technique available in computer packages which is typically used to reduce the large number of attributes to a small number of underlying dimensions,which can then serve as the axes of the perceptual map?

The "data cubes" produced by AR perceptual gap maps are typically too large / complicated to be of practical value to managers.

The data obtained from users using customer attribute ratings is used for creating an OS perceptual gap map.

Discuss various drawbacks of gap analysis.

Once a factor analysis is done,which of the following are used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?

Describe determinant gap maps.

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue greater than:

The first step in creating AR perceptual GAP maps typically is to:

MDS attempts to plot the choices on a map such that the similarities are best preserved.

Which of the following statements is true regarding an attribute rating perceptual gap mapping method?