Question 1

Which of the following is not a way to assess reliability and validity of the MDS solution?

Accepted Answer

A)  Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
B)  Collect input data at two different points in time and then determine test-retest reliability. 
C)  Add a random error term to the input data,subject the resulting data to MDS analysis,and compare the solutions. 
D)  All of the above are ways to assess reliability and validity. 
A)  Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli. 
B)  Collect input data at two different points in time and then determine test-retest reliability. 
C)  Add a random error term to the input data,subject the resulting data to MDS analysis,and compare the solutions. 
D)  All of the above are ways to assess reliability and validity. D

Question 2

External analysis of preferences is preferred in most situations.

Accepted Answer

A) True 
 B)False  True

Question 3

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  True

Question 4

If individual-respondent level analysis has been conducted,the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

Accepted Answer

A) True 
 B)False

Question 5

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

Which statement is not true about formulating the conjoint analysis problem?

Accepted Answer

A)  Attributes selected should be salient in influencing consumer preference and choice. 
B)  The researcher should take into account the attribute levels prevalent in the marketplace and the objectives of the study. 
C)  Once the salient attributes have been identified,their appropriate level should be selected. 
D)  The set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem. 
A)  Attributes selected should be salient in influencing consumer preference and choice. 
B)  The researcher should take into account the attribute levels prevalent in the marketplace and the objectives of the study. 
C)  Once the salient attributes have been identified,their appropriate level should be selected. 
D)  The set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem.

Question 8

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

Accepted Answer

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

Question 9

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

Accepted Answer

A)  direct 
B)  indirect 
C)  derived 
D)  preference 
A)  direct 
B)  indirect 
C)  derived 
D)  preference

Question 10

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
$$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$
What does m represent?

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

Which approach is best to use to obtain perception data,the direct approach or the derived approach?

Accepted Answer

The direct approaches are more frequentl

Question 13

________ is a computer program developed for conducting conjoint analysis.

Accepted Answer

A)  APM 
B)  MONANOVA 
C)  PREFMAP 
D)  Both B and C 
A)  APM 
B)  MONANOVA 
C)  PREFMAP 
D)  Both B and C

Question 14

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a way to interpret the configuration or spatial map?

Accepted Answer

A)  profile dimensions in terms of variables that were not used in the MDS procedure 
B)  examine the coordinates and relative positions of the brands 
C)  examine dimension centroids 
D)  examine variables that load high on a factor 
A)  profile dimensions in terms of variables that were not used in the MDS procedure 
B)  examine the coordinates and relative positions of the brands 
C)  examine dimension centroids 
D)  examine variables that load high on a factor

Question 16

MDS could be used for all of the marketing applications below except ________

Accepted Answer

A)  Channel decisions judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions. 
B)  Market segmentation position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
C)  Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
D)  Consumer intention how do consumer's intentions to buy the brand vary with different price levels? 
A)  Channel decisions judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions. 
B)  Market segmentation position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions. 
C)  Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning. 
D)  Consumer intention how do consumer's intentions to buy the brand vary with different price levels?

Question 17

In conjoint analysis,________ are a special class of fractional designs that enable the efficient estimation of all main effects.

Accepted Answer

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

Question 18

Spatial maps are computed in such a way that the fit increases as the number of dimensions decreases.

Accepted Answer

A) True 
 B)False

Question 19

________ is a lack of fit measure;higher values indicate poorer fits.

Accepted Answer

A)  R-square 
B)  Relative importance weights 
C)  Stress 
D)  Attribute levels 
A)  R-square 
B)  Relative importance weights 
C)  Stress 
D)  Attribute levels

Question 20

________ is a method of configuring a spatial map,such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

Accepted Answer

A)  Correspondence analysis 
B)  Metric analysis of preferences 
C)  Internal analysis of preferences 
D)  External analysis of preferences 
A)  Correspondence analysis 
B)  Metric analysis of preferences 
C)  Internal analysis of preferences 
D)  External analysis of preferences

Exam 21: Multidimensional Scaling and Conjoint Analysis

Which of the following is not a way to assess reliability and validity of the MDS solution?

External analysis of preferences is preferred in most situations.

If individual-respondent level analysis has been conducted,the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

An assumption of MDS is that the similarity of stimulus A to B is the same as the similarity of stimulus B to A.

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

Which statement is not true about formulating the conjoint analysis problem?

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

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

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

Which approach is best to use to obtain perception data,the direct approach or the derived approach?

________ is a computer program developed for conducting conjoint analysis.

Results in correspondence analysis are interpreted in terms of proximities among rows and columns.

Which of the following is a way to interpret the configuration or spatial map?

MDS could be used for all of the marketing applications below except ________

In conjoint analysis,________ are a special class of fractional designs that enable the efficient estimation of all main effects.

Spatial maps are computed in such a way that the fit increases as the number of dimensions decreases.

________ is a lack of fit measure;higher values indicate poorer fits.

________ is a method of configuring a spatial map,such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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

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