Question 1

The ________ method uses information on all pairs of distances,not merely the minimum or maximum distances.

Accepted Answer

A) single linkage 
B) medium linkage 
C) complete linkage 
D) average linkage 
A) single linkage 
B) medium linkage 
C) complete linkage 
D) average linkage D

Question 2

It is possible to obtain information on cluster membership of cases via the icicle plot if the number of clusters is specified.

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

The most important part of ________ is selecting the variables on which clustering is based.

Accepted Answer

A) interpreting and profiling clusters 
B) selecting a clustering procedure 
C) assessing the validity of clustering 
D) formulating the clustering problem 
A) interpreting and profiling clusters 
B) selecting a clustering procedure 
C) assessing the validity of clustering 
D) formulating the clustering problem

Question 5

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 6

The dendrogram is read from right to left.

Accepted Answer

A) True 
 B)False

Question 7

The parallel threshold method differs from the other two non-hierarchical clustering procedures in that the objects can later be reassigned to clusters to optimize an overall criterion.

Accepted Answer

A) True 
 B)False

Question 8

The average linkage method of hierarchical clustering is preferred to the single and complete linkage methods.

Accepted Answer

A) True 
 B)False

Question 9

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 10

Which method of analysis does not classify variables as dependent or independent?

Accepted Answer

A) regression analysis 
B) discriminant analysis 
C) analysis of variance 
D) cluster analysis 
A) regression analysis 
B) discriminant analysis 
C) analysis of variance 
D) cluster analysis

Question 11

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 12

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

Question 13

The ________ is a nonhierarchical method that allows for later reassignment of objects to clusters to optimize an overall criterion.

Accepted Answer

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

Question 14

It is helpful to profile the clusters in terms of variables that were not used for clustering.

Accepted Answer

A) True 
 B)False

Question 15

In SAS,the ________ program can be used for the hierarchical clustering of objects or cases.

Accepted Answer

A) VARCLUS 
B) CLUSTER ANALYSIS 
C) FASTCLUS 
D) HIERARCHICAL CLUSTER 
A) VARCLUS 
B) CLUSTER ANALYSIS 
C) FASTCLUS 
D) HIERARCHICAL CLUSTER

Question 16

Use of different distance measures may lead to different clustering results.Hence,it is advisable to use different measures and compare the results.

Accepted Answer

A) True 
 B)False

Question 17

________ is a class of techniques used to classify objects or cases into relatively homogeneous groups.

Accepted Answer

A) Principal components analysis 
B) Cluster analysis 
C) Common factor analysis 
D) Conjoint analysis 
A) Principal components analysis 
B) Cluster analysis 
C) Common factor analysis 
D) Conjoint analysis

Question 18

What suggested guidelines researchers can use when deciding on the number of clusters?

Accepted Answer

Although there are no hard and fast rule

Question 19

The complete linkage method of hierarchical clustering is based on the minimum distance or the nearest neighbor approach.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Exam 20: Cluster Analysis

The ________ method uses information on all pairs of distances,not merely the minimum or maximum distances.

It is possible to obtain information on cluster membership of cases via the icicle plot if the number of clusters is specified.

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

The most important part of ________ is selecting the variables on which clustering is based.

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.

The dendrogram is read from right to left.

The parallel threshold method differs from the other two non-hierarchical clustering procedures in that the objects can later be reassigned to clusters to optimize an overall criterion.

The average linkage method of hierarchical clustering is preferred to the single and complete linkage methods.

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).

Which method of analysis does not classify variables as dependent or independent?

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

The ________ is a nonhierarchical method that allows for later reassignment of objects to clusters to optimize an overall criterion.

It is helpful to profile the clusters in terms of variables that were not used for clustering.

In SAS,the ________ program can be used for the hierarchical clustering of objects or cases.

Use of different distance measures may lead to different clustering results.Hence,it is advisable to use different measures and compare the results.

________ is a class of techniques used to classify objects or cases into relatively homogeneous groups.

What suggested guidelines researchers can use when deciding on the number of clusters?

The complete linkage method of hierarchical clustering is based on the minimum distance or the nearest neighbor approach.

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

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

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

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