Question 1

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

Accepted Answer

A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion 
A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion

Question 2

________ data order the brands or stimuli in terms of respondents' preferences for some property.

Accepted Answer

A) Direct 
B) Preference 
C) Derived 
D) Likert 
A) Direct 
B) Preference 
C) Derived 
D) Likert

Question 3

Which is a disadvantage of the derived approach to collecting perception data?

Accepted Answer

A) The criteria are influenced by the brands or stimuli being evaluated. 
B) The researcher must identify all the salient attributes. 
C) It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
D) It may be difficult to label the dimensions of the spatial map. 
A) The criteria are influenced by the brands or stimuli being evaluated. 
B) The researcher must identify all the salient attributes. 
C) It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
D) It may be difficult to label the dimensions of the spatial map.

Question 4

Each dimension determined in MDS represents only one attribute.

Accepted Answer

A) True 
 B)False

Question 5

What are the two main purposes for which hybrid conjoint analysis models were developed?

Accepted Answer

Hybrid models have been developed to ser

Question 6

Perception data may be direct or derived.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements is not true concerning conjoint analysis?

Accepted Answer

A) The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes. 
B) Unlike multidimensional scaling, conjoint analysis relies on respondent's objective evaluations. 
C) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. 
D) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes. 
A) The underlying assumption is that any set of stimuli, such as products, brands, or stores, is evaluated as a bundle of attributes. 
B) Unlike multidimensional scaling, conjoint analysis relies on respondent's objective evaluations. 
C) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. 
D) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

Question 8

For Kruskal's stress formula 1, a stress value of zero would indicate a poor fit of the MDS model to the data.

Accepted Answer

A) True 
 B)False

Question 9

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
 
What does Xij represent?

Accepted Answer

A) 1 if the jth level of the ith attribute is present, or 0 otherwise 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2, ...m) 
C) number of attributes 
D) number of levels of attribute i 
A) 1 if the jth level of the ith attribute is present, or 0 otherwise 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2, ...m) 
C) number of attributes 
D) number of levels of attribute i

Question 10

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
  
What does m represent?

Accepted Answer

A) 1 if the jth level of the ith attribute is present, or 0 otherwise 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2, ...m) 
C) number of attributes 
D) number of levels of attribute i 
A) 1 if the jth level of the ith attribute is present, or 0 otherwise 
B) the part-worth contribution or utility associated with jth level (j, j=1, 2, ...ki)of the ith attribute (i, i=1, 2, ...m) 
C) number of attributes 
D) number of levels of attribute i

Question 11

The text reports on a research project which used MDS to plot the perceived ethics of marketing research firms using a broad-based moral equity dimension (factor 1)and a relativistic dimension (factor 2). Based on the research, internal marketing research departments are perceived to be the most ethical on both dimensions.

Accepted Answer

A) True 
 B)False

Question 12

Gaps in the spatial map may indicate potential opportunities for introducing new products.

Accepted Answer

A) True 
 B)False

Question 13

Which is an advantage of the derived approach to collecting perception data?

Accepted Answer

A) Respondents make similarity judgments using their own criteria, as they would under normal circumstances. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) Both A and C are advantages. 
A) Respondents make similarity judgments using their own criteria, as they would under normal circumstances. 
B) It is easy to identify respondents with homogeneous perceptions. 
C) The researcher does not have to identify a set of salient attributes. 
D) Both A and C are advantages.

Question 14

In order to perform internal analysis of preferences, both preference and perception data must be obtained.

Accepted Answer

A) True 
 B)False

Question 15

Which statement is true about using discriminant analysis to create spatial maps?

Accepted Answer

A) Spatial maps are obtained by plotting brand scores on the factors. 
B) Input data should be obtained via attribute-based approaches to obtaining perception data. 
C) Factor weights can be used to label the dimensions. 
D) Both A and C are true. 
A) Spatial maps are obtained by plotting brand scores on the factors. 
B) Input data should be obtained via attribute-based approaches to obtaining perception data. 
C) Factor weights can be used to label the dimensions. 
D) Both A and C are true.

Question 16

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?

Accepted Answer

A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion 
A) a priori knowledge 
B) interpretability of the spatial map 
C) ease of use 
D) elbow criterion

Question 17

When conducting conjoint analysis in ________, the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Accepted Answer

A) formulating the problem 
B) constructing the stimuli 
C) deciding on the form of input data 
D) selecting a conjoint analysis procedure 
A) formulating the problem 
B) constructing the stimuli 
C) deciding on the form of input data 
D) selecting a conjoint analysis procedure

Question 18

Correspondence analysis is an explanatory data analysis technique that is not suitable for hypothesis testing.

Accepted Answer

A) True 
 B)False

Question 19

________ is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

Accepted Answer

A) Conjoint analysis 
B) Correspondence analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS) 
A) Conjoint analysis 
B) Correspondence analysis 
C) Hybrid conjoint analysis 
D) Multidimensional scaling (MDS)

Question 20

In conjoint analysis, ________ are the values assumed by the attributes.

Accepted Answer

A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels 
A) relative importance weights 
B) orthogonal arrays 
C) part-worth functions 
D) attribute levels

Exam 21: Multidimensional Scaling and Conjoint Analysis

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

________ data order the brands or stimuli in terms of respondents' preferences for some property.

Which is a disadvantage of the derived approach to collecting perception data?

Each dimension determined in MDS represents only one attribute.

What are the two main purposes for which hybrid conjoint analysis models were developed?

Perception data may be direct or derived.

Which of the following statements is not true concerning conjoint analysis?

For Kruskal's stress formula 1, a stress value of zero would indicate a poor fit of the MDS model to the data.

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does Xij represent?

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does m represent?

Gaps in the spatial map may indicate potential opportunities for introducing new products.

Which is an advantage of the derived approach to collecting perception data?

In order to perform internal analysis of preferences, both preference and perception data must be obtained.

Which statement is true about using discriminant analysis to create spatial maps?

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?

When conducting conjoint analysis in ________, the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Correspondence analysis is an explanatory data analysis technique that is not suitable for hypothesis testing.

________ is a form of conjoint analysis that can simplify the data collection task and estimate selected interactions as well as all main effects.

In conjoint analysis, ________ are the values assumed by the attributes.

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

Cluster Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does X_ijrepresent?