Question 1

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

Accepted Answer

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

Question 2

Why should the clustering of variables be used?

Accepted Answer

Cluster analysis is also used for cluste

Question 3

Cluster analysis does not classify variables as dependent or independent.

Accepted Answer

A) True 
 B)False

Question 4

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 5

Which of the following is a variance method of clustering?

Accepted Answer

A) sequential threshold 
B) Ward's method 
C) complete linkage 
D) optimizing partitioning 
A) sequential threshold 
B) Ward's method 
C) complete linkage 
D) optimizing partitioning

Question 6

________ 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 7

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Accepted Answer

A) cluster centers 
B) scree plot 
C) icicle plot 
D) both A and C 
A) cluster centers 
B) scree plot 
C) icicle plot 
D) both A and C

Question 8

________ methods are commonly used in marketing research.

Accepted Answer

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

Question 9

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Accepted Answer

A) factor loading plot 
B) scattergram 
C) icicle plot 
D) scree plot 
A) factor loading plot 
B) scattergram 
C) icicle plot 
D) scree plot

Question 10

Measuring similarity in terms of distance between pairs of objects is the most common approach used in cluster analysis for grouping similar objects together.

Accepted Answer

A) True 
 B)False

Question 11

________ is frequently referred to as k-means clustering.

Accepted Answer

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

Question 12

The centroids represent the mean values of the objects contained in the cluster on each of the variables.

Accepted Answer

A) True 
 B)False

Question 13

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) 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

The ________ are the initial starting points in nonhierarchical clustering.

Accepted Answer

A) factor scores 
B) cluster centers 
C) cluster centroids 
D) factor loadings 
A) factor scores 
B) cluster centers 
C) cluster centroids 
D) factor loadings

Question 15

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 16

Which is best to use when selecting a clustering procedure: hierarchical or nonhierarchical clustering?

Accepted Answer

Although nonhierarchical clustering is f

Question 17

In hierarchical clustering, the solution may depend on the order of cases in the data set.

Accepted Answer

A) True 
 B)False

Question 18

The ________ is a nonhierarchical method that specifies several cluster centers at once. All objects within a pre-specified threshold value from the center are grouped together.

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 19

In SPSS, the main program for hierarchical clustering of objects or cases is ________.

Accepted Answer

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

Question 20

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

Exam 20: Cluster Analysis

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

Why should the clustering of variables be used?

Cluster analysis does not classify variables as dependent or independent.

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

Which of the following is a variance method of clustering?

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

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

________ methods are commonly used in marketing research.

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Measuring similarity in terms of distance between pairs of objects is the most common approach used in cluster analysis for grouping similar objects together.

________ is frequently referred to as k-means clustering.

The centroids represent the mean values of the objects contained in the cluster on each of the variables.

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.

The ________ are the initial starting points in nonhierarchical clustering.

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

Which is best to use when selecting a clustering procedure: hierarchical or nonhierarchical clustering?

In hierarchical clustering, the solution may depend on the order of cases in the data set.

The ________ is a nonhierarchical method that specifies several cluster centers at once. All objects within a pre-specified threshold value from the center are grouped together.

In SPSS, the main program for hierarchical clustering of objects or cases is ________.

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.

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

International Marketing Research

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